“We now have a clear idea of who our customers are, what they like about us and what they aren’t so pleased with. The research has enabled us to put together a clear strategy for growth and customer retention.”
Managing Director, Retail
The challenge
A family owned company with multiple retail locations needed research to help with the creation of customer personas to assist with their business development strategy. Very little information was known about customers, other than point of sale information, and there were particular gaps in terms of the types of customers visiting particular locations.
The solution
Face to face interviews were undertaken in store by members of staff (equal numbers of interviews across each of the locations). Quotas were imposed in terms of time of day and day of the week.
The impact
The research identified three distinct customer types, these personas enabled the marketing team to create individual campaigns to address the specific needs of each group. In addition, the competitor intelligence gained allowed the SLT to further develop their customer journey to ensure that customers had the best experience possible.
