The Waitrose Unpacked Trial
View video to hear Rob’s view on the Waitrose store trial
Just been into the Oxford Waitrose store where they're running the trial on the refill and plastic free aisles. I was really impressed. It feels something quite serious, very well invested both in terms of time and cost.
What did I think to the success rate or likely success rate of this trial? It all comes down to the key consumer needs. We've done a lot of research into this and over the last two or three years, consumers have constantly mentioned in our research groups in the millennial jury and the core jury that they want to see this type of solution in supermarkets.
Out of all the needs, convenience trumps sustainability and health and the other trends. So will the consumers put their money where their mouth is? I suspect a great place to start is the Waitrose consumer who've got potentially got more time and a bit more money than your average consumer.
I really hope they just stick to their guns regardless of the early metrics and just go for it, because I think it will become a real differentiator for them. Well done Waitrose & Partners!
