Woolworths Bunch
Role
Concept and ideation, creative and experience design direction, branding & style guide direction
Challenge
Woolworths needed an experience to create engagement and preference around their own-brand products. They had spent considerable investment improving their quality, but they were getting little to no increase in sales. We had two challenges to be considered: a limited advertising budget and shifting consumers’ purchase behaviours as they typically do not trust messages coming from the brands.
Through research, we noticed consumers trust reviews from their peers, over what brands try to sell them.
Idea
With a focus on product sampling, we created Bunch. An online community where a select few of Woolworths most highly engaged customers were invited to taste, test and talk about the supermarkets own branded products. These customers rate the products, comment and openly share their experiences with others.
Our team worked with Woolworths to create the entire end-to-end customer experience journey, including; mapping out the end to end user journeys and design, the creation of the online platform, and the look and feel of the Bunch brand.
Beyond the platform itself, we designed, created and automated the email marketing program, driving members of Bunch to continually engage with the community.
Ongoing data analysis and testing of the Bunch platform has seen the experience continually evolve to meet the needs and expectations of it's growing, highly engaged user base.
Results
What started with 5,000 users in 2017, Bunch now has over nearly 20x this on average monthly users. The platform has allowed for 1,700 products sampled and now hosts over 750,000 reviews.
The community is highly engaged with 50,000+ chats and a 7% average community engagement rate (users who posted more than just a review). The Bunch platform is now a content hub with 8,000+ recipes and 1,700+ articles.
Best of all, our data shows us that Bunchees shop more often and have higher average weekly spend than the average customer.
The results on the community platform has lead to the launch of Team Bunch. A version of the Bunch platform with over 10,000 Woolworths employees to help drive further advocacy for Woolworths branded products.
