Waitrose has increased its market share, grown sales per sq ft and built customer loyalty through the strategic use of advertising and design creativity.
Waitrose combines the convenience of a modern supermarket with the expertise of a specialist retailer. Its philosophy is clear: good food doesn’t necessarily cost less, it costs what it costs for a very good reason. This underpins the store chain’s discreet market positioning in the highly competitive retail sector – at the premium end of a spectrum polarised between price players, such as Asda, and quality-focused brands.
Nb. Since this case study was first written, Waitrose has undergone considerable growth with more than 250 regular stores. It has also created a smaller, convenience store version - Little Waitrose - mainly in London, which it plans to expand further afield on high streets and through Shell petrol stations.