Peapod Digital Labs (PDL) is the digital, e-commerce and commercial engine of Ahold Delhaize USA, one of the nation’s largest grocery retail groups which includes brands such as Food Lion, Giant Food, The GIANT Company, Hannaford and Stop & Shop. PDL is a center of excellence, powering local brand strategies across a wide array of areas that enable the consumer omnichannel experience, including Sourcing Trends & Insights.
The Trends team is focused on innovation and new product design for the general merchandise and seasonal gifting ranges that are sold by the U.S. brands. With the goal of creating stand out products that sell through quickly in store, they’re constantly on the lookout for the latest trends and consumer insights.
“Meeting consumers’ needs with a relevant, personalised experience every time they shop is core to what we do at Peapod Digital Labs.”
Venita James, Manager, Sourcing Trends and Insights, Peapod Digital Labs.
Covered in WGSN Insight, one of the key topics that resonated with the team was consumer need for optimism in a post-pandemic world. Connecting closely to trends such as joyful expression, Peapod Digital Labs were able to explore how consumer mindsets are impacting product design through the desire for bright colours, expressive design and a reason to be optimistic. As a result, they directed the design for a melamine range of children’s tableware, including plates, bowls and cups.
Results
The offering was a huge success at retail. Within the first 5 weeks of being available, the line was over 70% sold through. The success of joyful design was also seen in more general decor targeted at the adult shopper.
“Early indications that consumers were craving colour and optimism as they continued to weather the pandemic were validated by the insights we gleaned from WGSN that ultimately informed the launch of the melamine line. The results were a tremendous sell through and far exceeded sales targets for the consumer facing brands, which illustrates the power of a team that enables decisions supported by data and the latest insights.”
Venita James, Manager, Sourcing Trends and Insights, Peapod Digital Labs.
