One such success story is one of the biggest supermarket chain in France, a supermarket chain that, with the help of Blue Whale, has achieved remarkable results during test phase (remarkable on ability to increase turnover). Test done on about 20 points of sales. This new approach boosted apple section sales by 46%, demonstrating the positive impact of a consumer-centric strategy.
This success highlights the importance of rethinking product organization and communication in supermarkets to revitalize a category that, in recent years, has lost traction among European consumers.
To fine-tune its retail strategy, Blue Whale® conducted market studies to understand consumer expectations and optimize product offerings in supermarkets.
One of the key findings was the importance of variety identification at the point of sale, as apples come in numerous options with significant differences in flavor, color, texture, and size. By focusing on clear differentiation, Blue Whale has simplified the shopping experience, making it easier for consumers to confidently choose the right variety & enjoy the shopping experience.
Prioritizing flavor
Christelle Bertin, Marketing & Director of Blue Whale® and Commercial Director of PROMOFEL (Blue Whale’s 24 sales representative Salesforce), explains:
“We aimed to understand consumers’ purchasing criteria, and without a doubt, the most important factor is flavor and the pleasure the product delivers. That’s why the apple displays have been reorganized by flavor—the one characteristic that consumers cannot see when shopping.”
This redesign of the apple section allows customers to easily identify the varieties that match their taste preferences, a key strategy for reigniting interest in apples and fostering customer loyalty.
To ensure a year-round presence in supermarkets, Blue Whale® has structured its product offering by combining well-known varieties, such as Golden and Gala, with premium regional apples highly valued by French consumers.
This diversified approach aims to attract new customers by introducing innovative alternatives alongside established market favorites.
Blue Whale®’s initiative isn’t just about promoting its own apples—it seeks to invigorate the entire apple category through a holistic approach that enhances product turnover and customer satisfaction.
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By remodeling the apple section, the company has encouraged consumers to explore new varieties and shop with greater confidence, driving sector growth.
A point-of-sale communication strategy has also been implemented, providing clear information on each variety’s flavor profile, sensory attributes, and recommended uses, helping customers make informed purchasing decisions.
This consumer focus is also something that Blue Whale has in common with other customers in Europe, and Blue Whale will be keen to share its experience and results with them.
