The Challenge
In the ultra-competitive convenience retail sector, SPAR needed to understand whether their marketing strategy was aligned with what matters to their consumer, as they seek to continue their growth within the market, and drive market share growth.
Our Approach
Our approach incorporated both quantitative and qualitiative techniques. An initial large-scale quantitative piece used regression analysis to statistically validate what matters to consumers when it comes to decision making, rather than relying on overt & spontaneous consumer feedback, which can be prone with errors as the consumer misattributes what actually influenced their decision making. We then followed this work with qualitative exploration of the topics uncovered asking the consumer to give us the ‘whys’ behind the facts & behaviours we already knew to be correct.
The Outcome
Our findings highlighted key areas for improvement and focus within the retail estate, and marketing focus. Our recommendations spanned not only marketing activities but also estate management, space planning, additional service offer and new store opening.
Deeper thinking...
British Pepper & Spice Market UnderstandingBritish Pepper & Spice Market Understanding
Matalan Sales Validated Brand TrackingMatalan Sales Validated Brand Tracking
Poundland Retail Space PlanningPoundland Retail Space Planning
Center Parcs Future Media EngagementCenter Parcs Future Media Engagement
Interflora Brand TrackingInterflora Brand Tracking
Shelter & First Direct Market UnderstandingShelter & First Direct Market Understanding
Pilgrims Choice Route to Market & Brand PropositionPilgrims Choice Route to Market & Brand Proposition
The AA Creative DevelopmentThe AA Creative Development
WKD Creative DevelopmentWKD Creative Development
Rohan Customer SegmentationRohan Customer Segmentation
Upper Crust Brand PropositionUpper Crust Brand Proposition