1. OUR FOUR STEP APPROACH
- Accurately identify key barriers to purchase at a store or brand level
- Speak to a robust sample of current and non-current customers
- Using enhanced MaxDiff methods, quantify the share of importance of each barrier
- Model against known metrics – store ATVs, intended spends and industry benchmarks to accurately value distinct opportunities for growth
2. OUTPUTS
Our client received a conversion model which identified purchase barriers and quantified each barrier in terms of both presence and value of lost sales. We also provided visibility across an array of key metrics benchmarked against their competition at store level:
- Market size & market opportunity
- Brand awareness
- Customer perceived brand positioning
- Footfall volumes
- Customer profile
- Customer conversion % rates
- Precise reasons for non-conversion
3. OUTCOMES
Our Voice of the Non-Customer conversion model estimated that sales conversion could be increased by almost 50% if a majority of the issues identified were rectified.
Across 30 new, branded sportswear stores in Germany this offered an increased sales opportunity of c €200m per year; based on a quantified opportunity of circa €128,000 per week, per store.
In addition to this, new flagship stores were subsequently launched in better locations for footfall, matching their ideal target customer profile.