Retailing, Shopper Research

 

BUSINESS SITUATION:

Our client wanted a comprehensive study to determine how to change in-store sales strategy, merchandising, displays, pricing, and promotion to further strengthen sales of its fastest growing brand of specialty apparel.  They needed to decide whether the brand would translate well in new retail channels, and how to alter merchandising strategy in those new and existing channels.

 

RESEARCH OBJECTIVES:

Our client wanted to identify changes in the marketing mix in order to maximize growth of a brand of specialty apparel. 

 

METHOD:

We designed a comprehensive channel study which layered qualitative and quantitative methods and leveraged an existing segmentation. In-home friend groups and shop a longs uncovered deeper insights and fed into the quantitative phase.  Burke’s brand equity measure and proprietary conversion analysis led to an understanding of the drivers and barriers at different stages of the path to purchase and assessed the fit of the brand with different target segments.

 

OUTCOME:

The research results demonstrated clearly that the brand had the strength to support channel expansion.  Results were presented at the highest levels of the organization and were used to alter training for sales associates, develop pricing and promotion strategies, determine merchandising strategy in new and existing channels, and build buy-in for the new channel strategy across the organization.

 

 

 


Retailing, Shopper Research

 

BUSINESS SITUATION:

Our client had developed an innovative new store concept which would completely revolutionize the way women shop for a particular class of apparel.  The concept included a new sizing/fit method, interactive touch-screen point of purchase displays, and a unique store layout..

 

RESEARCH OBJECTIVES:

The client wanted to understand women’s response to the new concept, how they would shop the new store and interact with the informational displays.

 

METHOD:

We worked with our client to design in-store research to be conducted in the model store.  We combined observation, qualitative and quantitative results to evaluate the new store and make suggestions for improvement.  Target consumers were recruited to shop the store, and iPads were used to capture observations and to administer a questionnaire on-site.  Audio and video were also captured to bring life to the presentation.

 

OUTCOME:

The study highlighted an overall positive response to the new store concept, and also demonstrated areas for improvement.  A new way of wrapping purchases was dropped because it implied that the product was fragile.  Sales associate training was updated.  In-store signage and displays were optimized to encourage more interaction and engagement.

 

 

 


Retailing, Shopper Research

 

BUSINESS SITUATION:

A major grocery retailer had noticed marked growth in sales and profits in a particular product category and wanted to understand how to leverage the opportunity further.

 

RESEARCH OBJECTIVES:

Our client wanted to gain insight into the type of shopper responsible for the growth and understand how to better target them with products and services.

 

METHOD:

We employed multiple layers of quantitative tools to give our client a comprehensive understanding of different segments, their value, preferences and shopping habits.  We performed a Shopper Segmentation and Retailer Loyalty Study™ using a comprehensive quantitative questionnaire and robust sample size. 

 

OUTCOME:

The research results are being employed as the foundational guide for strategic planning, product and program development.  The segmentation typing tool was used in subsequent research to develop messages, test new concepts and better target new products and programs.