Developing a customer-led proposition for Tesco’s instore bakery
The instore bakery is a key driver of quality perception for Tesco’s customers. The team responsible wanted to redefine the bakery’s role and future potential, with the ambition to build a bakery proposition that would drive customers to choose Tesco over other supermarkets.
What we did
Helped the Tesco team to think like customers
Encouraging them to visit and experience competitor bakeries.Developed and delivered an engaging workshop
We stimulated creative thinking with examples from inside and outside the industry, using a simple template to capture ideas.Developed the final proposition
Using feedback from customers, we finalised the proposition, creating guidance on how to bring it to life across the marketing mix.Outcome
The new proposition has driven a reimagined bakery experience.
Changes to layout, in-store presentation and packaging design have been well received by customers.
Sales of new products, including Finest Sourdough, have exceeded expectations, supported by Tesco’s first-ever TV advert for instore Bakery.
What we love about the project
Creative teamwork
We love working on proposition development projects, and it was great to work with such a creative team.
Putting customers at the heart
We enjoyed being completely led by customers – using customer insight to generate ideas and then building those ideas with customers.
Driving tangible results
The proposition concept has been faithfully delivered in store, driving positive results for Tesco, and a positive experience for their customers.
We'd love to be your thinking partner
Get in touch"This was the best workshop I’ve been on in over 10 years at Tesco! Content, organisation, structure, thought-provoking materials – it was spot on. " Idea generation workshop participant, Tesco
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