{"id":10975,"date":"2017-09-21T14:21:00","date_gmt":"2017-09-21T13:21:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10975"},"modified":"2022-11-17T13:35:46","modified_gmt":"2022-11-17T13:35:46","slug":"savouring-the-moment","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/sab-miller\/savouring-the-moment","title":{"rendered":"Savouring the moment"},"content":{"rendered":"<div class=\"lazyblock-video-1Cjl8D wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/475884876?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z26jlHn wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          We brought a premium experience to the beer aisle.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>SAB Miller is a premium player amongst the drinks market with many of its customers choosing to buy their brands when out in pubs and bars. However, they knew there was an opportunity to increase their sales within the off-trade market by reimagining the supermarket shopper experience. SAB Miller tasked us with driving value and growth in their Tesco branches by providing insight-led solutions and ultimately encourage trade.\u00a0<br \/><br \/>Our research into Tesco revealed that they were sustaining a significant loss in their World Beer segment, with shoppers choosing not to buy premium World Beer, despite an increase in shopper numbers. Financially, this was equating to an annual loss of \u00a3812,000.\u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-Zgimpv wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB3.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB3.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB5.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB5.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-bold-ZYAVmq wp-block-lazyblock-text-full-width-bold\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n\n    <h4>We needed to retract this behaviour and convert these shoppers back to buying Premium Beer from Tesco. <\/h4>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-24kyzd wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <div>To do this, we had to make SAB Miller and its brands an unmissable part of the shopper experience, literally.\u00a0<\/div>\n<div>We analysed the customer journey from point of entry into a store thorough to check out and found that the problem was quite clear: there was little to no differentiation between mainstream brands and premium brands, leaving no negligible navigation between the product segments, and therefore no stand out for any particular brand.\u00a0<\/div>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The design of the stores was also not correlating to consumer needs, and was not making the most of occasions.\u00a0To make a real difference we had to completely reengineer the in-store experience. We turned shopper insights into design principles to recreate the aisle, from navigation, to look and feel, to supporting information &#8211; all of which to create a unique customer experience and influence purchase.\u00a0\u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-lvGAM wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB6.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-UbT wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          The results were truly excellent.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p class=\"p1\">The results of the reengineered shopping experience were phenomenal, putting SAB Miller at the forefront of the shoppers\u2019 experience once more.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">The redesign drove a total aisle purchase increase of 7.3%,<span class=\"Apple-converted-space\">\u00a0\u00a0<\/span>with an increase of 50% longer time spent in the aisle. We also saw an increase of Premium Beer basket size from 2.0 units to 2.2 units, contributing to 21% of beer volume sold (up 7%), and improved ease of shop.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"template":"","class_list":["post-10975","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10114"],"client_id":"10393","hero_video":"","hero_image":{"ID":10976,"id":10976,"title":"SAB1","filename":"SAB1.jpg","filesize":132405,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/sab-miller\/savouring-the-moment\/attachment\/sab1","alt":"","author":"3","description":"","caption":"","name":"sab1","status":"inherit","uploaded_to":10975,"date":"2020-08-14 13:23:56","modified":"2020-08-14 13:23:56","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/SAB1-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"Savouring the moment","meta-description":"SAB Miller is a premium player amongst the drinks market with many of its customers choosing to buy their brands when out in pubs and bars. However, they knew there was an opportunity to increase their sales within the off-trade market by reimagining the supermarket shopper experience. SAB Miller tasked us with driving value and growth in their Tesco branches by providing insight-led solutions and ultimately encourage trade.","social-media-image":false,"relateditems":[{"relateditem":{"ID":634,"post_author":"1","post_date":"2020-06-24 09:56:54","post_date_gmt":"2020-06-24 08:56:54","post_content":"<!-- wp:lazyblock\/page-title {\"title\":\"Our Capabilities\",\"blockId\":\"Z24KL4u\",\"blockUniqueClass\":\"lazyblock-page-title-Z24KL4u\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWith advertising and communications, we believe it only works if it all works.\u00a0 From the first search right through to post-purchase management of data, we make everything compelling, coherent and cohesive.\u00a0 That\u2019s how we transform a client\u2019s business.\u00a0 We\u2019re a fully integrated creative agency offering the following skills and services:\\u003c\/p\\u003e\",\"quote\":\"We are the challenger agency for challenger brands.\",\"top-padding\":true,\"blockId\":\"Z1pypLu\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1pypLu\"} \/-->","post_title":"Our Capabilities","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"capabilities","to_ping":"","pinged":"","post_modified":"2025-12-02 12:08:43","post_modified_gmt":"2025-12-02 12:08:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?page_id=634","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":212,"post_author":"1","post_date":"2020-06-15 22:26:43","post_date_gmt":"2020-06-15 21:26:43","post_content":"","post_title":"Work","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"work","to_ping":"","pinged":"","post_modified":"2024-04-16 16:47:36","post_modified_gmt":"2024-04-16 15:47:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?page_id=212","menu_order":1,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":896,"post_author":"1","post_date":"2020-07-01 10:07:30","post_date_gmt":"2020-07-01 09:07:30","post_content":"","post_title":"Our News","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"news","to_ping":"","pinged":"","post_modified":"2025-03-12 12:14:50","post_modified_gmt":"2025-03-12 12:14:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?page_id=896","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}}],"visible_on_home_page":[],"websites_to_publish":[],"related_content_title":"YOU MAY ALSO LIKE","hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/10975","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/3"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=10975"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}