Customer Experience and Retail Growth
Case Study
Challenge
A beloved sandwich restaurant with over six decades of community presence experienced a surge in grocery store sales as its signature sandwiches gained popularity on retail shelves. To build on this momentum, the brand aimed to:
- Gain a deeper understanding of grocery store customers
- Identify key purchase drivers, demographics, and usage occasions
- Refine retail strategy to maximize sales and long-term brand impact
Initial Findings
A survey initiative was launched to collect in-depth insights at the point of sale. Findings revealed:
- Customer demographics and segment profiles, including age, household type, and shopping behaviors
- Purchase motivations and influencers, such as convenience, brand recognition, or taste preferences
- Meal timing preferences (e.g., lunch vs. dinner purchases)
- Development of distinct customer segments based on usage behavior and product interest
Actionable Insights
The research provided clear direction for growth:
- Use segmentation data to tailor marketing campaigns and promotions for specific consumer groups, delivering more relevant offers and increasing engagement.
- Align product development with leading consumer preferences and convenience needs, ensuring offerings encourage trial, repeat purchases, and long-term loyalty.
- Optimize packaging and placement to capture attention, encourage impulse buys, and align with key purchase moments in-store.
- Leverage retail success to expand brand reach while preserving the authentic flavors and story of its restaurant origins.
Outcome
The research enabled the brand to act strategically within the retail channel:
- Developed targeted marketing and messaging strategies based on distinct consumer segments
- Informed product refinement and development aligned with consumer expectations
- Achieved sustained sales growth in grocery stores, while improving operational efficiency and profit margins
Overall, it helped strengthened the brand’s position in retail without compromising its legacy of quality and community connection
