- 10k+
- Shoppers surveyed, anchored on their most recent purchase
- 11
- Demand spaces defined per category, sized, profiled and scored on need
- 263
- Index in the client's strongest space: 13.4% penetration vs a 5.1% market average
A leading UK omnichannel retailer in fashion and electricals
- Sector
- OMNICHANNEL RETAIL · DEMAND MAPPING
- Capability
- Growth & expansion
- Case study
- Download (PPTX)
Challenge
Strong on the basics, but no reason to choose.
The retailer competed against more than 20 established players across fashion and electricals, two of the most fiercely contested categories in the UK. Broad awareness and solid performance on trust, value and delivery were not enough, because the drivers that actually decide a purchase were being ceded to rivals. Leadership needed an evidence base for three questions: who the most valuable shoppers are, what truly drives their choice, and where to focus to win.
Solution
We built a demand map of the whole market from a survey of more than 10,000 shoppers, each response anchored on that shopper's most recent purchase.
For every shopper we captured the person, the occasion, a trade-off across more than 25 need attributes, the brand and product chosen, the price paid and the promotion used, and perceptions of the client against more than 20 competitors. A statistical engine found the natural boundaries between shoppers and resolved each category into eleven demand spaces, each with a defined size, shopper profile, need bundle and competitive set. In fashion the map showed strength on trust, value and delivery alongside clear under-indexing in the higher-value, trend and quality-led spaces. In electricals it showed a genuine value-led strength concentrated in very few spaces: the client owns the promotion-led shopper who does no research, and runs thin in brand-loyal and research-led demand. That gave the business one fact base for brand, range, price and marketing, with the concentration risk and the white space both made explicit.
