THE IDEA

Win over mom with a guilt-free shopping experience that allows her a bit of personal indulgence while she takes care of her family’s needs.

The Story

Smart retailers know that if you can make the grocery trip fulfilling for mom (the primary household shopper), you can win her loyalty. Loblaw Companies Limited already provided a best-in-class shopping experience through their multiple store formats, but they were leaving money on the table when it came to a significant gap in their offering: apparel. As their agency of record, Perennial | DCM was the strategic partner tasked with helping to close this crucial gap.

From the brand name and identity to fixture design and merchandising, we brought every aspect of the Joe Fresh experience to life within a retail environment we knew inside and out. To give mom a quick mental break from her list, we developed a store-in-store experience, elevating the brand to a destination of fashion wants that she didn’t have to feel guilty about tucking into her grocery bill. The value proposition was clear: mom gets to take care of her family’s needs and enjoy little moments of indulgence for her—all at an appropriate price point and in a convenient but fun shopping environment