Coffee Category.
DE Coffee.

Objective:

Our task was to educate the consumer on the range of coffee blends available with D.E Coffee whilst simultaneously growing the category as a whole.

Our challenge was to change purchase behaviour on a low involvement, high loyalty product by encouraging trial and simplifying the shopper experience at shelf.

Strategy:

After extensive research on the insights and attitudes of coffee consumers a few key points became clear: the category was cluttered and difficult to shop. This impacted conversion for consumers shopping the category.

We developed a more enticing, shopper friendly fixture, using priming techniques to bring the coffee to life.

We implemented the trial in one store with a hugely positive reaction from the retailer and a notable increase in sales across the whole category. After the success of the trial, we rolled out the full point of sale suite to all participating stores.