The challenge
Amid growing competition, a leading discount retailer in the UK needed a clearer understanding of its customer base. The objective was to understand why shoppers chose the brand over competitors, identify the factors influencing store choice, and uncover opportunities to improve the shopping experience in ways that would build loyalty and support long-term growth.
What we did
We delivered an agile qualitative research program that included a seven-day online community with carefully pre-screened UK shoppers who recorded and shared their in-store experiences. This method generated rich, real-time insight into shopping behaviors, store navigation, and purchase preferences. Through guided activities and live interaction, we built a detailed picture of customer motivations, friction points, and perceptions of value.
The impact of the research
The research informed strategies to strengthen customer loyalty through more effective engagement, alongside recommendations to simplify store layouts and create a more intuitive shopping experience. As a result, the retailer was able to refine its approach, address priority improvement areas, and reinforce core strengths to attract and retain customers in a highly competitive retail environment.
