Our work spans the purchase journey from trigger to transaction

We cover the full spectrum of retail environments, from store to screen. And we’ve got masses of category experience under our belts: from food to fashion, health to home improvement; cocktails to electricals…

Our clients tell us our debriefs are some of the best around for getting to the nub of the issue and inspiring action. You can trust us to have authority in the boardroom, but we’ll also put on a good show! We know that engaging an audience is half the battle when ensuring that insight is a catalyst for change.

Wickes Getting closer to customers

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The Challenge

Wickes is a retailer that serves both DIYers and professional tradesmen, which can present considerable challenges for the business.  Realising that most decision-makers within head office were more naturally aligned to a DIY perspective, Wickes wanted to get key stakeholders closer to the trade and their needs, so that decisions were more intuitively stress-tested against trade customer requirements.

The Thinking

We knew we needed to provide the opportunity for Wickes to get up close and personal with tradesmen, with regular opportunities to tap into their knowledge and opinions.

We also knew that we needed to provide a research environment for trade that made them comfortable and forthcoming – plus we had to make sure they turned up!

What followed was the rigorous recruitment and management of a Wickes trade panel, with regular interactive sessions which we facilitated, where builders, electricians, joiners and decorators rubbed shoulders and thrashed out issues with Wickes management.  Some sessions were in hotel venues over a buffet, others hit the shop floor to evaluate categories through the trade’s expert eye.  All were lively, outspoken (and even fun), with trade pulling no punches and Wickes absorbing it all with tremendous commitment and enthusiasm.

The Application

Over a number of years, a whole host of Wickes managers gained direct access to a trade perspective through the panel programme, from category, commercial, operational and marketing teams, right up to the Managing Director!  And as hoped, this raised the consciousness of trade-facing issues within the business, to ensure that better decisions were being made for all customers.

Innocent Seeing into the future

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The Challenge

On the Go is a huge opportunity for food and drink brands, and our client was looking to secure category growth by identifying how to inspire and engage On the Go shoppers today and in the future

So it was crucial that the research pushed both shoppers and stakeholders to think beyond the familiar

The Thinking

This was going to take a multi-disciplinary approach to cover the objectives from a range of angles

Given the role of impulse in this sector, the research needed to include in-situ methodologies that would best capture shopping in the moment: mission morphing; triggers and decision making

In-store clinics and online diaries broadened the reach of the research, enabling us to explore a full range of experiences and occasions

Semiotic analysis brought the cultural context, codes and trends into our frame of reference, reflecting the sub-conscious influences on shoppers behaviours and mindsets

And to top it off we brought creative lateral thinkers together with key stakeholders to visualise the OTG fixture of the future

The Application

The research has formed the basis of our client’s work on their OTG fixture of the future strategy

And they have been busy sharing the results with their key retail partners, showcasing their thought leadership

Havaianas Getting under the skin of merchandising

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The Challenge

Our client was looking for shopper evidence to support the roll out of a new visual merchandising approach for the European market – with London and Paris the trial sites

It was important that the research delivered an in-depth understanding of the shopper perspective, given the limited research available in Europe, and the need to fully inform the parent company in Brazil

The Thinking

As is so often the case, the research needed to be conducted as cost efficiently as possible, within a tight time period

So we used accompanied shopping trips to capture shopper evaluations of stores in both cities, including jumping on the tube and metro to get direct comparisons between control and trial sites

Making sure no time was wasted we interviewed staff and observed realtime shoppers in between the AST appointments, giving that extra support to the main methodology through these different angles

The Application

The shopper evidence challenged the relevance of the new merchandising route in European markets. Whilst a unisex range approach based on colourway suited the home markets in South America, it put up a fundamental barrier to ease of shop in Europe, where shoppers use colour to shortcut navigation between male and female ranges

The depth of understanding delivered by the qualitative approaches, however, also prevented the baby being thrown out with the bathwater – showing how the colourway approach was better able to communicate breadth and depth of range than the existing merchandising

The client used the research to re-work store design templates, incorporating the positive communication opportunities demonstrated by the trial stores, whilst also delivering ease of shop

“The learnings and recommendations have made a large impact on our thinking in terms of visual merchandising and brand communication within our retail stores. The Shoppercentric team, with their great experience and super-efficient and friendly working style have made the project a pleasure”
Clara Dooley, Brand Manager, Havaianas

Bayer Understanding the purchase journey

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The Challenge

Bayer Garden were looking to undertake an extensive research programme to address all elements of the shopper’s plant feeding journey – from acknowledging the need to feed and motivations, through to brand perceptions, retailer choices and purchase decision making

The Thinking

We kicked off with a large online study amongst plant feeders and non-feeders to explore common approaches. Using multivariate cluster analysis we identified a range of consumer typologies for category and brand targeting

Building on these firm foundations we moved to a detailed diagnostic stage:

  • Category clinics providing a deeper investigation into the opportunities to strengthen the Bayer range
  • Shadowing real shopping trips with feeders to uncover triggers and barriers at POP, and unlock the retail opportunities

Throughout the research we worked closely with the key stakeholders, using iterative analysis to take us closer to a clear and viable solution for the business

The Application

The culmination of the research was a full day immersion workshop with senior decision makers, facilitated by one of our consultant associates who specialises in creating category visions and helping organisations embed shopping insight into business strategy

A lively and challenging session succeeded in identifying key commercial challenges, as well as sharpening the appetite to tackle them

The research is now helping Bayer to shape strategic brand plans, and inspire compelling category initiatives to share with trade partners

Some of our recent clients

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