Household Essentials Brand: RCSS as the Wedge Into Loblaw Mass Formats
Real Canadian Superstore was the right entry point into Loblaw. Not Loblaws proper, not No Frills. The category-management bet there determined where the brand went in years two and three.
Growth in Conversions
Household essentials brand needed Real Canadian Superstore launch with cross-banner alignment to Loblaw's wider portfolio.
Content Optimization
MOART negotiated 12-SKU assortment with Loblaw mass-format buyers, coordinated cross-banner planogram, and executed a 6-week demo program.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Loblaw's portfolio has three doors into household essentials: RCSS for mass formats, Loblaws proper for grocery, and No Frills for value. Most emerging brands chase Loblaws first. That's the wrong door. RCSS is where Loblaw's category-management team makes the bets that decide cross-banner expansion in years two and three.
Execution
The strategy was to lead at RCSS, build velocity proof, then negotiate cross-banner expansion from the category-management team rather than each banner buyer separately. We led the line review at RCSS Brampton with a velocity-density model anchored to a comparable household category the team had bet on the prior year.
Listing landed for fall reset across 131 doors. Eight months in, demo program data showed 47% trial-to-repeat among Optimum-segmented shoppers in the target wellness cohort. That data convinced category management to expand the brand into Loblaws (full chain) plus a 41-store No Frills test for Year Two.
Project Results
131 RCSS doors at fall reset with 8 SKUs. Two line extensions added at Q2 of Year Two bringing assortment to 11. 73% set completion at the 8-week target, 89% by week 14. Year Two cross-banner expansion approved: full Loblaws plus 41-store No Frills test cluster.
Conclusion
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