L’OR Modular Permanent Shopper Solution

THE CHALLENGE

L’OR has experienced consistent growth since its launch in 2014, and over the last 2 years as a result of COVID and lockdown restrictions there has been significant increase in consumer consumption of capsule coffee in home. Although there has been an increase in volume and penetration due to COVID, there has also been an acceleration of competitor entrants who have threatened the L’OR market share. L’OR also needed to capitalise on the blue ocean shopper who are unaware they could stock up on their Nespresso compatible capsules in grocery to further drive market share and household penetration. L’OR identified the need to drive visibility and build quality credentials outside the aisle to recruit new shoppers, drive growth and retain their market share.

THE CHANNEL

Grocery

THE SERVICES

Strategy, Creative, Activation

THE INSIGHT

L’OR understands that many Nespresso Compatible Capsule (NCC) shoppers are on auto-pilot and have been conditioned to shop for their capsules from Nespresso boutiques, and if shoppers don’t go down the coffee aisle or weren’t on a coffee mission they would not know L’OR was physically available in-store. L’OR’s mission is to create mass awareness of its range of premium NCC capsules and overcome quality and taste barriers to recruit new shoppers to the category and brand.

THE SOLUTION

We developed an ultra-premium permanent modular display that emulated the high-end capsule shopping experience of Nespresso boutiques within the grocery environment, trialled in independent retailers over a 13-week period. The shop in shop solution housed the full portfolio of capsules and could be modified into 3 different configurations (3-bay, 4-bay and 360 shoppable) using one seamless solution, allowing L’OR to activate within any store format or footprint across a range of retailers. The modular display also drove education with shoppers communicating the coffee intensity, provenance and taste profiles. This activation achieved outstanding success delivering +3.5x unit growth in stores with displays versus control stores and the strong performance resulted in requests to extend the placements for another 12 months. The shop-in-shop solution won gold in both the permanent display grocery and permanent display industrial design categories at the 2021 Shop! Retail Marketing Awards.