The Context
Big W was losing ground in an increasingly aggressive value retail market.
The brand needed to reconnect with shoppers and redefine its role in everyday value—not just compete on price.
A case study with Big W
Big W was losing ground in an increasingly aggressive value retail market.
The brand needed to reconnect with shoppers and redefine its role in everyday value—not just compete on price.
Value isn’t just about low price—it’s about feeling smart, confident, and in control.
We identified the territories with strongest cut-through and clarified how Big W needs to show up—visually and in-store—to make value tangible.
We spoke directly to value shoppers across Australia—capturing diverse household needs and real shopping behaviours.
Explored perceptions, tested new positioning territories, and evaluated in-store concepts to understand what truly drives choice.
Delivered a clear, ownable positioning for Big W in the value landscape.
Defined strategic territories, prioritised opportunities, and provided actionable direction for in-store execution—enabling the brand to win back consideration.
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