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Waitrose adopts experiential approach
Supermarket promotes ethics in Bloomsbury store opening
Waitrose claims to have adopted an experiential marketing strategy for the opening of its new store in Bloomsbury, London, on Thursday (20 July).
The new Waitrose branch, the 180th in the supermarkets portfolio and occupying 23,500sq ft, will be the first outlet to open in the multi-million pound Brunswick redevelopment.
Developed by MCBD (Miles Calcraft Brigginshaw Duffy), the retailers marketing tactics have been designed to engage with Bloomsburys business community and communicate Waitroses ethical stance.
Directional Waitrose message will feature on the platforms at Russell Square tube station supported by advertisement panels in the lifts, highlighting the fact that Waitrose Bloomsbury is, now open and that the branch is the, freshest new shop in Bloomsbury. Signposting will also be added to all exit gates and Waitrose branding will be displayed on a tall nearby tower with the words this way to encourage customers to visit the branch.
A promotional team will be on hand at the opening to distribute 1,500 free breakfast bags, containing Fairtrade bananas, Waitrose Foundation clementines, bottles of water and information leaflets.
From 10am until 12.30pm, the team will drop a second series of promotional bags at local offices and businesses.
Waitrose has also hired a jazz quartet to play in the gardens of Russell Square. During the musical activity, fresh citrus fruit will be provided along with a leaflet about the Waitrose Foundation initiative.
Christian Cull, marketing director for Waitrose, said: The employment of Miles Calcraft Briginshaw Duffy has enabled us to adopt clever use of promotional marketing which we hope will drive footfall into the new Bloomsbury branch.
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