Leisure & Hospitality

Future proofing the brand





EDGE has been working with Waitrose since 2012 to help with ongoing in-store innovation to ensure the company’s offer is future-proofed and that the brand is able to retain and build on its leadership positioning in the UK. The areas of focus include; front of store customer service; external and internal horticulture offers; beers, wines and spirits; and to develop a new bakery concept.

What’s the Big Idea?
The front of store customer experience ‘lead with service’, is designed to promote increased quality and consistency of customer care by creating a centralised concierge desk service proposition with a scale-able offer for all store format sizes.

The horti offer shows a ‘A Mini-Garden Centre in a Box’, creating a striking and abundant centrepiece for a service-led horticultural welcome for Waitrose customers, showcasing everything that’s new and in season.

The Bakery and Beers, Wines and Spirits areas centre on Waitrose’s passion and expertise, with specially trained advisors creating a ‘must see’ experience which drives the range and offer.

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