Warburtons’ success in the premium bread market

Warburtons is the UK’s largest bakery brand, producing more than two million products every day. The company wanted to inspire its customers to trade up into the craft and premium bread space, so we immersed ourselves in the product journey and bread lifecycle.

Retail insight for design

The goal was to develop a slimline free-standing display unit (FSDU) that could withstand the test of time, be compatible with changing consumer preferences, and integrate seamlessly with the operational needs of retail partners. Our approach needed to merge insight and creative expertise to craft a unique customer experience, enticing shoppers to upgrade to premium bread products.

To understand consumer perception of the craft and premium bread category, we conducted insight-filled shopping trips, diary studies and a co-creation session with existing and target customers, members of our creative team, and stakeholders from Warburtons and retail partners.

Convincing consumers to spend

Drawing on these valuable insights, we knew the display unit had to have a premium feel to match the product on offer. Our design team was inspired by boulangeries and modern bakeries, mixing the style with the practicalities of current retail fixtures and hardware, as well as retailer in-store compliance guidelines.

Our FSDU integrates retail features, such as branded stainless steel side panels and optional detachable arms, for increased merchandising capacity. Additionally, the design includes an interchangeable header, which allows for adaptation as consumer demands evolve and product lines change and expand. These design features maximise standout and increase the inclination to purchase.

By drawing on various services like consumer insight, virtual and augmented reality, 3D rendering and prototyping, we developed an FSDU that combined function, durability and creativity.

In-store excellence

The FSDU was highly effective in delivering the project objectives, leading to increased awareness and sales of the Warburtons craft product range.

The use of rolled and brushed steel fixtures and fittings gave the unit contrast with modern displays, which are typically plastic trays and trolleys. The layout of the steel trays, showing the loaves at eye level, helped support a sales increase of 72% where these FSDUs were placed, and a 115% uplift in overall bread sales when the craft bread was on the unit.

Warburtons also struck double gold at the POPAI Awards, the showcase event for in-store, in the Display of the Year – Permanent category and in the Grocery & General Merchandise – Permanent Display category.

Consider customer experience for brilliant retail displays

With an optimal blend of creativity and consumer insight, our research pinpointed the most efficient method for presenting Warburtons loaves on retail displays. This approach successfully created a distinctive presence for Warburtons in a sector teeming with competitors. Contact our specialist Experience Design team for data-driven design.