Rimi is the smallest and least popular low cost grocery chain in Norway. They had to grow their market share – in competition with 3 large, affluent, popular and cheaper chains. Luckily we discovered that most Norwegians value time even more than money. So we decided to position Rimi as 'fast and affordable', and developed a brand new way of shopping.Rimi Pluss is a shopping companion that allows families to write and share grocery lists between their computers and handsets. New receipts are added every day, making it easier to decide on what to serve for dinner. And all the ingredients are added directly to the shopping list.

The recent renovation of 270 nearly identical stores even made it possible for Rimi to rearrange the grocery list in the same order as the products are laid out in store, minimising the time to pick stuff up and check-out.

A TV-spot with a father picking up his kid in kindergarten before everyone else promised customers "more time for everything else”. A shorter TV-spot showed how the father used Rimi Pluss to shop more swiftly. We used ads, direct marketing, in-store posters and even the receipt to make people aware of Rimi Pluss, while web and mobile banners lead to a showcase on Rimi’s landing page.

To increase distribution, we’ve created a Rimi Pluss API that has been integrated by Norway’s largest food-site, enabling their users to add all ingredients in any receipt directly to their shopping list. And as Rimi has opened up their inventory, we even use long tail SEM. Rimis Facebook page is used for Q&As, inspiration and customer feedback. Based on these ideas, we have launched an improved version of Rimi Pluss with a scanning feature that makes the utility service even easier to use.

Just a few hours after the launch, Rimi Pluss seized pole position in both AppStore and Android Marketplace. In a week we reached our goal of 20.000 downloads, and to date more than 175,000 – or 5 % of Norway’s adult population – has downloaded the Rimi Pluss app!

Visitors to rimi.no has increased five-fold; rising from 20,000 to more than 100,000 unique visitors per month. And more importantly, we have managed to dramatically increase both brand preference, as well as the number of Rimi customers.Rimi’s revenue is now growing twice as fast as their closest competitors, and 3 times as fast as the rest of the grocery industry, already allowing Rimi to overtake their closest competitors.

Rimi Plus isn’t just a new mobile app, it’s something worth talking about: A full-on service allowing families to spend less time shopping and more time on everything else.