RIMI, a national Norwegian discount grocery chain, was losing more and more market share. Realising that a lot of people value saving time more than the cheapest price – what could we do to take these customers seriously instead of continuing to shout about price?
We created the new slogan ”Quick and affordable” and proved it by refurbishing the shops for a quicker shopping experience – and then we launched RIMI Pluss, a digital utility for Android and iPhone platforms that syncronises with all members of the family, whether it be on a PC/Mac or mobile phones.
The free service allows family members to add groceries from their mobile or computer to shopping lists they share. The products on the grocery list are sorted by their placement in the shop, so the you don’t have to go back and forth to complete your shopping. Rimi Pluss also offers daily dinner recipes that can be added to the shopping list.
We hit a need in the market. The app was number one the first day in the App Store, received rave reviews and was highlighted, even though only in Norwegian, as ”New and Noteworthy”. The app is just released but is already downloaded 70.000 times. Most importantly – customer satisfaction and relevance in the market category is back on track.