OBA Grocery Store Chain
How might we bring a more selected product to offer to Oba customers?
Creating a premium positioning and strong quality appeal for Oba’s Home Brand.
The Business
Rede OBA Hortifruti is a leading grocery store chain in Brazil, known for its high-quality fresh produce, healthy food options, and exceptional customer service. With over 70 stores across the country, Rede OBA Hortifruti has become a go-to destination for customers who value healthy and sustainable food options. The chain prides itself on its commitment to working with local farmers and suppliers to bring the freshest and most delicious fruits, vegetables, meats, and dairy products to its customers. In addition to its focus on quality food products, Rede OBA Hortifruti is also dedicated to providing a welcoming and informative shopping experience, with knowledgeable staff who are passionate about healthy living and nutrition.
The Challenge: Less Assumption, More Listening
At the start of the project, our initial goal was to create a more affordable offering for retail customers. However, through a comprehensive understanding of our customers, we realized that their primary concern was the quality of the product selection rather than the price point. With this in mind, we developed Oba’s home brand to have a premium positioning with a focus on delivering exceptional quality. This approach resonated strongly with our customers and has helped to establish Oba as a trusted brand known for its high-quality products.
How might we bring a more selected product to offer to Oba customers?
The Service Design Process
- Workshops
- Business Canvases: Business Goals, OKRs, Business Model Canvas, Value Proposition
- User research up-front
- Definition
- Ideation
- Early Prototyping
- Journey Map
- Value Proposition
- Service Blueprint
- Ecosystem Map
- Service Prototyping
- Service Testing
- Roll Out the Service
- Measure the Service
Outcome
- Home brand sales now represent over 50% of the company’s revenue.
- We developed an improved process for selecting home brand products that include a deeper customer discovery phase, ensuring that our products align with their needs and preferences.
- We created a new brand guide to communicate and reinforce the home brand’s value proposition across all channels.
- By implementing a comprehensive pre-launch questionnaire + customer discovery process to ensure alignment with our brand values, we were able to reduce the time-to-market for new products by 35%, while maintaining our high standards of quality and customer satisfaction.
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