How Musgrave’s Centra won the IGD Shopper Insight Award

Date : 23 April 2019

Our 2018 winner, Musgrave’s Centra, showed true shopper understanding, using insight to achieve outstanding results.

How Centra overhauled its brand

Between 2015 and 2016 Centra identified a burning need to change and redefine its convenience offer. The food landscape and consumer tastes in Ireland were changing, affecting the convenience channel. Adopting a comprehensive shopper insight programme, Centra created a new brand vision and revamped its entire store estate. 

What the judges said

Simon Wainwright, Director of Retail Insight at IGD, said: “There were a number of factors that led to the judges naming Musgrave as the winner. The standout was the use of shopper insights to inform a complete overhaul for its Centra brand at store level. This led to some fantastic results and return on investment. 

“It was the only entry that not only took a multi-method approach but continually went back to shoppers to gather feedback throughout the process. Centra showed it really had the shopper in mind the whole time.” 

Start your entry here