Tomato campaign.
Shoppers can choose from a wide range of tomatoes at their local supermarkets. The expansion of different varieties/types of tomatoes has been a significant trend over the last 10 years. But is there simply too wide a choice? Is the tomato segment too large? We studied this at a retail company in the Netherlands. From customer observations it appeared that consumers examined several packages before making a final choice. After talking with customers, the focus was on three elements: reducing packaging to an essential assortment, a shelf plan, navigation and clear packaging types. This concept development and combined approach has led to a substantial improvement in turnover and sales.
Client: Retailer
