CASE STUDY: ASDA (WALMART UK)

Challenge:

Grocery shopping isn’t easy. Grocery shopping with children is next-to-impossible. The Mom Complex was invited to help ASDA, Walmart’s brand of stores in the UK, create an easier and less daunting shopping experience for mothers across the country, therefore growing sales and share of wallet among their most valuable customer segment.

Solution:

An in-depth study among UK mums, utilizing our Passion & Pain research app, followed by a full-day Mum Immersion Session with ASDA’s cross-category leadership team – including the CEO.

Results:

ASDA saw a 0.5% increase in same-store sales compared to a nearly 1% decline reported by the market leader. New innovations included:

New shopping carts.

With our help, ASDA designed lower, wider shopping carts so mums with infants can see over their carts and shop without knocking down displays.

New kid-approved healthy snacks.

With the “Chosen By Kids – Approved By Mums” line of snacks, ASDA helps Mum buy food she can feel good about and her children will actually eat.

New ready-to-make dinner recipes.

With the addition of the “Meal Idea Aisle” at ASDA, Mum can pick up a recipe and all of the necessary ingredients at one time and in one place.

New lunchbox building station.

With this refrigerated end cap, mums can quickly and easily build a week’s worth of lunch boxes in one place.

New recognition.

ASDA and The Mom Complex won the 2012 Insight Management Award from MRS, the world’s largest research association. This award celebrates research’s ability to drive innovation, inspire change and deliver results.