Initially, Shipt was being positioned as a grocery delivery service. While that positioning was accurate, it was also very literal and had no emotional connection with their consumers. When we reviewed feedback and talked with existing Shipt clients, we found that what they really loved was the convenience and getting time back in their day that would have otherwise been spent shopping for groceries. Our solution was to position Shipt as a service that gave you back your time and created more opportunities for you to do the things you love to do.

We redesigned the homepage of the website to show videos of people playing golf, going to the movies, hanging at the park with their kids, reading on the couch, etc. We overlaid the video with the message “You __________. We’ll get the groceries.” The blank filled in and rotated through various phrases like: “take a nap,” “read a book,” “play golf,” etc.