Project Description
In a recent poll by the Capgemini Research Institute, 55% of consumers said just the availability of two-hour delivery would make them more loyal to a retailer.
But in the age of Uber Eats and Deliveroo et al, groceries following suit with swift deliveries have been relatively rare. Waitrose are tackling this head on by bringing Amazon style delivery speeds to supermarket shopping. After all who doesn’t want 55% more loyalty?
What was missing and where Ape came in, was a name, and a look and feel for the consumer proposition.
Say hello to Waitrose Rapid Delivery, or just Rapid for short. Rapid offers the finest food and drink straight to your door, same day, and all within a two hour window.
In the spirit of the service, our naming and design solutions needed to be immediate, clear and direct about the core offer. And like the service, had to be delivered in double quick time. Luckily for us we have a tried and tested superfast naming process that gets through the conventional brain dump; categorise and develop; refine and fine tune process at lightning speed. It even includes stress testing by various non-bias tests.
Source: Capgemini Research Institute Consumer Survey, October – November 2018
What’s in a name?
Five models, one immaculately behaved toddler and three locations later, our step-by-step photography was working alongside the name and service proposition to explain and reassure the customer that Waitrose quality is prevalent at every turn. Because its true what they say about a picture and a thousand words.
Rapid grocery delivery will soon be the minimum expectation. The Harris Poll, 2014 even suggests that 48% of shoppers want a delivery before they order it!
Connecting our thoughts straight to supermarket shelves might be a step too far for now but shoppers’ appetite for convenience and speed with easy technology is insatiable. With Amazon delivering to the boots of our cars and Waitrose While Your Away putting the food straight in to our fridges, it might not be as far away as we think.
Connecting our thoughts straight to supermarket shelves might be a step too far for now but shoppers’ appetite for convenience and speed with easy technology is insatiable. With Amazon delivering to the boots of our cars and Waitrose While Your Away putting the food straight in to our fridges, it might not be as far away as we think.
