The evolution of Unpacked
Waitrose Wallingford has seen Unpacked move from a dedicated area to join its packaged equivalents around the store, as part of an experiment which offers customers package-free groceries.
“We always planned for Unpacked to evolve and look at how it might become more of the norm for a customer’s shopping journey. The next phase of the test will allow us to understand the impact of integrating Unpacked lines alongside their packaged equivalents,” says Katie Costello, Customer Proposition Change Lead. “And the space that Unpacked vacates has made way for an exciting new John Lewis range as part of the Better Together trials.”
Unpacked, an experiment offering customers an easy, sustainable shopping experience with a wide range of package-free products, was first launched in 2019 in Waitrose Oxford Botley Road, Cheltenham, Abingdon and Wallingford.