One of Australia's largest retailers sought to gain a clearer
understanding of the market in which it operated including its
shoppers' behaviours and preferences. GSG was engaged to
clarify the driving forces behind buying behaviour and also how
favourable the retailer's customers were to its brand.
What was the question?
With a view to better understanding and communicating with the
'right' shoppers, how can this retailer increase market share and
customer loyalty?
What did we do?
- Implementation of an extensive insights program of shoppers
covering shopper behaviour, staff and suppliers
- Identification and profile of shopper segments and their
motivations
- Clarity and definition of frequent and infrequent shoppers
What was the outcome?
Clarity around attitudes towards retail brands was achieved,
which in turn informed solutions offerings, communications, product
offers etc. Furthermore, the choice drivers of customers going to
one retailer over another were understood and the value of frequent
versus infrequent shoppers was clarified. As a consequence, a
clear set of actions to improve business performance could be
developed.
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