Goup of Eight University US fast food company Australian Supermarket Leading retail bank Global food manufacturer Listed fertilizer company Victorian State Government Department of Resources, Energy and Tourism Home Improvement Consumer Products Hardware retail chain Meat and Livestock Australia
 
Challenge
 
Only 20% of customers were shopping
the fresh food department of our
client’s stores.
 
Approach
 
  MARKET RESEACH  
 
A detailed understanding of shopper behaviour was required - qualitative and quantitative research as well as shopper tracking studies were conducted.
     
  MARKET ANALYSIS  
 
Analysis of trend data in related categories was followed by comprehensive economic modeling that factored in variables such as exchange rates.
     
  BUSINESS ANALYSIS  
 
Supply chain mapping was undertaken
to trace the product route from paddock
to plate.
     
  STRATEGY  
 
Analysis concluded that a ‘whole of chain’ approach was needed to deliver on consumer expectations. A new approach to supply chain and merchandising practice was devised.
     

 

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Supermarket Australian Supermarket

The McKINNA Factor

Advertising could not address this problem. By translating cues from the consumer research, McKINNA et al was able to pinpoint supply chain blockers. It took a fresh set of eyes and objectivity to see a better way for this experienced retailer who now owns the ‘fresh’ proposition.