VALUE IS A PRIORITY FOR CUSTOMERS

New World has led the way on so many initiatives – first to roll out BYO containers, first to really give reusable shopping bags a nudge, giving away more than 400,000 drink bottles, first to ban microbeads and first to launch a supermarket-based ecostore refillery.  And that’s great – but they’re doing all of this and more in partnership with customers.

“We wanted to see how the work we’re doing and the sustainability conversation in general are shaping the way our customers are shopping and living – and the insights are very encouraging,” said Emily Blumenthal, head of customer experience strategy and data intelligence at Foodstuffs New Zealand.

“We asked customers what has changed for them over the last six months. While seeking value is more of a priority (42%) and our customers are looking for great deals – part of that search hinges increasingly on eating healthier foods (32%), eating less meat (18%) and buying less and managing food waste (27%).”

The last statistic might seem counterintuitive, but the Foodstuffs NZ team thinks it really reflects how customers are thinking about their personal impact on Mother Earth.

In 2018 the New World Pods promotion ensured 1.8 million reusable storage containers are now being actively used in home and office fridges around the country.

“We worked closely with the Love Food Hate Waste team on our Pods campaign – talking about people can love their leftovers, ensure less ends up in landfill and make the most of the good food they have purchased.  Clearly all that messaging still resonates and every time someone uses a New World Pod, they are doing something practical and meaningful for our planet. The roll out of BYO containers in more than 300 New World, PAK’nSAVE and Four Square stores in the North Island, combined with Food in the Nude in the South, and the ecostore refillery (which is about to expand) – all slot into our focus and our customers’ aims to do the right thing.”

Data drawn from a New World CX survey, July 2019, n=35,000