Woolworth
Retail
Unna, Germany
AI Enablement
One-off project
Case
·
Woolworth
·
AI Enablement
10 to 17.5 % of each marketer's working week saved with AI
Executive summary
Woolworth's marketing team carries fast expansion with the same headcount. In eight weeks, a needs survey, one workshop day and a 21-day program turned AI from something a few people tried into daily routine across four teams.
Client
Woolworth GmbH
Website
woolworth.de
Headquarters
Unna, Germany
Industry
Discount retail, B2C
Company type
Enterprise
Service
AI Enablement
What was delivered
AI enablement, team workshop, 21-day implementation program, impact measurement
Teams in scope
Online, Media Planning, POS, Graphics
Model
One-off project
Quote
Dominik Schüttler
Online Marketing, Woolworth (translated from German)
The situation
Woolworth is expanding across Germany and into new countries, and its marketing team carries that growth with the same headcount: weekly flyers, store openings, new country websites, in-store radio. Much of the work repeats. In December 2024 only 2 of 16 marketers used AI daily, two teams had never used it, and the main worries were unreliable output and company data leaking.
The approach
Invest only where it pays back.
A survey of all 16 marketers mapped their tasks, potential and concerns. Only use cases that take 15 to 20 minutes, pay back immediately and build on an existing process made the cut. The same survey, repeated three weeks after the workshop, measured the effect.
Results on real work from day one.
A one-day workshop ran along a real Q1 campaign. Each team left with a result on its own tasks, from Excel formulas in Media Planning to briefing standards in POS, plus clear rules for handling company data.
A habit, built in three weeks.
Weekly Q&A sessions, short exercises and a prompt library organised by team turned the workshop into routine. When participation dropped in week one, the team was asked what it needed, and from then on the exercises followed its requests. Working sessions covered social media reporting and radio spot production.
Two key figures
71
Net Promoter Score for the AI workshop
4x
as many marketers use AI daily, three weeks after the workshop
AI is part of the daily work of four teams. Two thirds of the team use it daily, up from one in six, and every team member surveyed works with it. The team keeps a prompt library built on its own tasks, a custom GPT setup, written rules for company data and a use-case catalogue per team. The demand for automation that surfaced during the program led to a follow-up automation analysis in 2025.
Tools in use
ChatGPT
Claude
Midjourney
ElevenLabs
Canva Pro
