DIY store customer experience optimisation
This well-known, international DIY brand had recently launched its flagship range in the UK and asked Brandspeak to assess the quality of the customer experience it was delivering in store.
The Issue
This well-known, international DIY brand has recently launched its flagship range in the UK and asked Brandspeak to assess the impact and strength of its brand, its ground-highly differentiating displays and merchandising the customer experience provided.
The purpose of the research was to decide whether or not to commit to significant investment by rolling out its instore format across superstore branches in the UK and mainland Europe.
Our Solution
Brandspeak recruited a number of DIY singles and partners to take part in research.
First, they were asked to undertake online homework to define their DIY attitude and aptitude, their level of DIY expertise, their impressions of the DIY brand in question, their next DIY project and the DIY items they needed to source.
In-store, accompanied research was then conducted with all respondents across 2 separate UK locations across several days. During the hour-long sessions respondents were required to:
- Navigate their way to the relevant area(s) within the store
- Explore the area(s) generally and use display signage and marketing materials to help locate the best product for their needs
- Interact with staff to address any technical questions
- Identify strengths, weaknesses and gaps within the overall experience provided and its effect on likelihood to purchase
The Outcome
The research subsequently provided:
An attitudinal and behavioural consumer segmentation model, identifying by segment:
- Those consumers most / least likely to be disposed to the brand and its product ranges
- The nature of the overall instore experience provided, identifying perceived strengths, weaknesses and gaps
- Perceptions of the brand's display and merchandising material and its role in maximising consumer conversion
- Perceptions of the brand, its relevance and impact
Client Feedback
We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.
Lauren Williams
Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!
Sarah Twist – Marketing Manager
It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!
Zanya Fahy
Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Georgie Burks, Brand Marketing Lead
Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.
Mark Wilson
We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
Strategy & Insight Manager | Animal Friends Insurance
Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
Tom Suberg
From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
Verity Kimber
From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
Leading life and pensions provider
It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.
DLKW