What we did?
O’KEY is one of the biggest hypermarket chains in Russia, with over 150 shops spanning two continents. It had a strong customer base and a clear identity – at least on the outside. But after 15 years, it was becoming threadbare, being surpassed by more nimble and innovative competitors. O’KEY’s value proposition had also become vague, with customer’s perception ranging from a premium grocery destination to low cost outlet.
Brand Manual spent a week in two major Russian cities to map the state of affairs. We spent time shopping at O’KEY hypermarkets, talking to staff, inspecting the back offices and store-rooms as well as processes and in-store navigation. This was followed by dozens of interviews with customers, both O’KEY regulars as well as people who had never set foot in them. To complete our impression of O’KEY we also acquainted ourselves with the competition.