Author: Lotus Bakeries & Savvy
Document Type: Presentation
File Size:
Publication Date: 10 December 2025
From Event: Winter Shopper Seminar on 11 December 2025
This presentation explores how Nakd transformed its in-store performance by reshaping the way it communicates with shoppers at the shelf. Despite the brand’s strong personality and loyal consumer base, Nakd recognised a crucial challenge: in store, the brand simply wasn’t cutting through against competitors. To unlock stronger conversion, the team set out to enhance its tone of voice specifically for the shopper, not just the consumer.
The journey began by “getting under the skin” of real shoppers. A comprehensive research phase, including an online survey of 1,000 UK shoppers, revealed fresh insight into attitudes, behaviours and perceptions around healthy snacking. A segmentation framework identified two high-value shopper audiences - together representing 42% of shoppers - who were health-minded and highly likely to consider Nakd. Importantly, while health matters, it is not always the decisive factor at the point of purchase, highlighting the need for simple, compelling, quickly understood messaging.
With those insights in hand, the team focused on the crucial “last three feet” of the shopping journey. Research confirmed that shoppers respond strongly to ingredient-led communication, placing emphasis on clarity, naturalness and product benefits. Creative development embraced Nakd’s distinctive tone of voice while tailoring variants to specific triggers: protein, fibre and energy cues for primary target shoppers; guilt-free, taste-led and on-the-go cues for secondary missions; and family-friendly formats built around short, snackable messages.
Implementation spanned the full path to purchase, from end-of-aisle plinths and shelf-edge barkers to grab-and-go placements, checkout messaging and digital POS activations across apps and online shelves. The result: measurable uplift in in-store cut-through, trial and recruitment.
Key Takeaways
- Effective shopper messaging starts with deep behavioural insight.
- Design communications for shoppers, not consumers.
- Prioritise the audiences that matter most - and consciously deprioritise those that don’t.
- Keep messaging simple, focused and precise to drive conversion in the final moments of decision-making.
Presented by Paul Samways, Senior Shopper Marketing Manager, Lotus Bakeries and Alistair Lockhart, Insights Director and Amy Strange, Account Director, Savvy at the POPAI Winter Shopper Seminar on 11th December 2025.
Download the full PDF to explore the complete process, creative framework and results!
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