Stop & Shop: Qualitative Beef Pricing and Messaging Exploratory
|Challenge: Due to rising inflation and supply chain shortages, Stop & Shop was forced to raise beef prices during the pandemic. As a result, the store had also chosen to run fewer beef promotions in weekly circulars.
Objectives: To explore shoppers’ awareness of rising beef prices, how this has impacted shopping behavior and determine the most effective messaging approach for explaining beef product price increases.
Solution: A series of online focus groups were conducted among Stop & Shop and competitive shoppers across markets.
Results: Insights provided direction for the best approach for communicating beef price increases, to retain beef purchasing dollars most effectively and retain goodwill among shoppers.