$4,570 $m
Australia’s largest food and liquor retailer is emerging from a period of change and evolution, where improvements in food quality, in-store experience, digital retail and loyalty are plateauing. At the same time, the brand is being drawn into a price and supply chain war with rival Coles. As a result, Woolworths took a “back to basics” operational approach to improve performance in 2012 with a focus on supply chain and improving channel integration. Marketing revisited familiar themes too, with a renewed emphasis on the brand’s core. The addition of “Australia’s” to the brand’s “fresh food people” tagline was an attempt to ingratiate the brand with local shoppers over rival Coles. An encouraging sign on the brand’s horizon is its recent foray into multichannel retail innovation.