Using insight to manage change for a major retailer

Surfacing a major supermarket’s brand values, using them to drive commercial decisions.

The challenge

A major UK supermarket came to us wanting to understand more about the interplay between its own brand values and the shop floor – both in terms of staff perspectives and shopper behaviours.

Our solution

This assignment formed part of an ongoing programme of research, involving 50,000 interviews with shoppers and staff annually. We built on the real-time insights we’d gathered in-store using mobile surveys, and digitally using a virtual shopper community, with a programme of staff workshops. Employees from cashiers to senior execs participated in sessions that brought together different stores for their feedback, convened by our team.

The outcome

We helped the retailer to optimize its brand offer within the local customer and competitor context, and to express that offer through copy that we produced.

Our actionable recommendations improved the linkage between shopper missions and in-store execution, and the regular tracking data we delivered allowed the client to monitor performance, and continued to influence decision-making.

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