Waitrose – essential Waitrose
Principal Authors: Andy Nairn and Matt Wyatt – MCBDContributing Authors: Anders Iversen and Wanda Wilsher – BrandScience
It is not possible to discuss marketing in this last recession without mentioning Waitrose. Whilst many retail brands (featured elsewhere in this body of work) delivered a strong response to changing consumer needs, Waitrose stands out as a brand that had a smaller, loyal customer base who had fierce emotional ties to the brand; conversely they had much to lose if it got its offering or communications wrong. Waitrose had been enjoying strong growth until the...