Waitrose - essential Waitrose

Waitrose had been enjoying strong growth until the recession arrived in 2008: as a premium retailer, its immediate prospects looked bleak.

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...

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