A major homeware retailer wanted to better understand customer perceptions of its regular sales promotions and to gain a fuller understanding of how it compared with its competitors on key customer measures such as price, range and service.
We conducted telephone interviews with customers who had received a quote in store. We followed the customer journey from identifying their requirements, choosing which stores to visit, their expectations, their in-store experiences, through to their final decision on what and where to purchase. We also tested customer reactions to various promotional activities and were able to rank our client on key measures in relation to their competitors.
The results of this research allowed our client to understand how their customers’ perceptions of them tallied with their high street positioning. Their promotional offerings were then adapted and better aligned to customer expectations. The research also identified gaps in our client’s offering that were being met by competitors and were therefore resulting in lost sales.