Designing for the Physical Shopping Trolley: How to Innovate for Supermarkets

In the ever-evolving world of consumer goods, Renee Stuart has developed a supermarket-centric business and branding strategy that has flourished in volatile times. As the COO and co-founder of MOXX Brands, she has expertly navigated the challenges of launching and scaling brands tailored specifically for the grocery channel.

With an impressive portfolio that includes everblue Naturals, Maison&Muse, restor, and ATOMIC—now found in over 6,000 stores across New Zealand, Australia, the USA, Hong Kong, and Singapore—Renee is redefining what it means to create affordable, consumer-focused products. After just four years, MOXX has already been recognized as the 2024 Young Enterprise Alumna Company of the Year and nominated for Auckland’s Best Emerging Business.

We sat down with Renee to explore her strategic approach to brand development, the meticulous planning involved in supermarket launches, and how to navigate the complexities of a competitive marketplace.

Earlier this year, MOXX launched their affordable-luxe range of Maison&Muse home and car fragrances into retail giants Walmart and Target USA. They are also preparing to introduce their climate-positive, New Zealand made haircare line, everblue Naturals, into Sprouts Farmers Markets, the second largest natural grocer in the U.S behind Wholefoods.

The Supermarket Strategy: A Consumer-Centric Approach

To thrive in supermarkets, brands must cater to specific consumer needs while ensuring high quality at accessible prices. MOXX has built foundational pillars that support this consumer-centric approach.

Renee emphasizes the importance of fulfilling a real need. “Every product we launch starts with understanding our target audience’s needs and well as category gaps. We analyse market trends and consumer feedback to ensure our brands provide true value”. This insight drives the development of innovative products that not only meet but exceed consumer expectations.
Take Everblue, for instance, which focuses on climate-positive haircare. “We identified a gap in the market for eco-conscious haircare solutions that could actually deliver soft, shiny, healthy hair without nasty silicones, SLS, and parabens,” Renee explains.

Planning for Success: The Long Road to the Shelf

Launching a product in the supermarket space involves substantial planning and investment. The lead time can be lengthy, with brands typically pitching their products 12 months ahead of launch. “You can’t just build a brand and expect it to land on a supermarket shelf overnight,” says Renee. “It requires strategic planning, extensive market research, and significant financial backing to cover initial stock and anticipated sales.”

Renee notes that branding and packaging design differ vastly between supermarkets and other retail spaces. “In supermarkets, you have up to three seconds to capture a shopper’s attention. We prioritize quick education of our key points of difference.” She recalls the months spent designing restor laundry sheets, only to realize when they took the mock-up packaging in-store that a complete redesign was necessary to ensure shoppers would actually know what they were. “It’s crazy how things change when crammed in next to all the other brands.”
Inventory management is equally critical. Products can take up to three months to manufacture, meaning early ordering and maintaining sufficient stock is vital. If sales diverge from forecasts, companies may find themselves scrambling to adjust timelines. “Being able to adapt is essential,” Renee stresses. “A slight miscalculation can lead to lost sales opportunities or excess inventory, which can burden the business.”

The Importance of Quality & Affordability

Quality reigns supreme in supermarkets, where shoppers often compare products side by side before making a purchase. “We aim to create brands that not only stand out on the shelf through appealing packaging but also deliver unbeatable value,” says Renee.

The ability to balance quality and price is a hallmark of MOXX’s strategy. “We negotiate robust manufacturing contracts and streamline every element of our supply chain to allow us to keep prices competitive and accessible to a broad consumer base”.

Streamlining the Supply Chain

An efficient supply chain is essential for grocery retail success. Operational excellence minimizes costs and enhances product availability, addressing one of the primary challenges for grocery retailers.

Renee explains, “An efficient supply chain allows us to respond quickly to market demands. When consumers are looking for a product, we want to ensure it’s available.”

Smart Marketing in the Digital Age

In today’s digital-first landscape, traditional marketing methods alone won’t suffice. MOXX leverages digital and social media platforms to effectively engage consumers, ensuring that their marketing efforts are both smart and impactful. This approach helps create brand awareness and loyalty, driving sales both online and in-store.
“We use digital platforms to gather insights and feedback directly from consumers,” Renee shares. “This data informs our marketing strategies, enabling us to craft campaigns that resonate with our audience. Our recent success with TikTok highlights the power of engaging content to drive brand awareness and immediate impact on sales.”

Building a Foundation to Leverage for Future Growth

The infrastructure that MOXX has built for its grocery-focused brands lays the groundwork for future expansion. With successful launches across various categories, the company is poised to continue developing innovative products that meet evolving consumer demands. Renee’s candid leadership style, marketing background and hands-on management has created a dynamic culture that encourages innovation and adaptability.

“Our foundational pillars—quality, affordability, supply chain efficiency, and smart marketing—enable us to quickly adapt and scale new brands when opportunities arise,” Renee asserts. “Diversity in our brands has also proven critical to navigating the volatility of COVID and the ongoing cost-of-living crisis, as consumer shopping habits can shift overnight.”
For those looking to carve their paths in business, MOXX in demonstrating that success can come from having resilience, an innovation mindset, and a focused strategy centred on the consumer and a specific distribution channel.

7 things Renee recommends if you’re wanting to launch your brand at supermarkets:

Find a consumer – centric need to centre your product on as well as a category gap to pitch to Category Managers
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Plan for the long game – your strategy, resource and funding need to cover at least 18 months
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Design for rapid shelf appeal – always test your packaging design in store
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Build an efficient, scalable and reliable supply chain – execution is everything to on-going partnerships
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Ensure your value offer stacks up vs competitors – balancing quality with affordability
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Leverage social and influencer marketing to build your brand efficiently
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Adapt, iterate and optimize – never be afraid of change if it improves something