Business challenges
Retail is one of the key sectors where the internet, specifically broadband, has had a huge impact. Invariably, 21st century retailers need a significant and attractive online presence, but one that also complements offline channels and strategy. At the same time, they need to be aware of shifting market forces, whilst retaining high standards of customer service.
How we help
We work with retailers to enable them to retain a competitive edge, both online and offline. Specific services we provide include:
- Online channel development i.e. website usability and effectiveness
- Customer satisfaction
- Usage & attitudes - identifying market threats and opportunities
- Advertising effectiveness
- Brand evaluation and tracking
- Marcomms development
Case studies
Understanding the online shopping experience
| Client | An online retailer |
| Objective | Understand the customer browsing experience, the online purchasing process, the expectations of delivery and the effect that delivery has on the brand |
| Solution | A range of techniques including online surveys, professional reviews and detailed qualitative studies of customers' broader usage of the Internet for shopping - looking at the most effective approaches for displaying products and retail site navigation |
Brand tracker
| Client | Homebase |
| Objective | Track brand health on an ongoing basis |
| Solution | Online panel surveys |
Online channel tracking and development
| Client | A major retailer |
| Objective | Develop a continuous customer feedback mechanism, to ensure ongoing development of the retail website |
| Solution | Ongoing online research community, incorporating discussion forums, polls, surveys, blogs and multi-media elements |
Advertising development
| Client | A major retail group with an online and offline presence |
| Objective | Understand the creative appeal, and potential effectiveness, of marketing communications for an online brand in order to make improvements to the creative such that it delivered a clear, consistent and effective message to current and potential customers |
| Solution | Online email survey of customers of the online brand, plus other group brands (to understand scope for cross-selling) |
Range optimisation
| Client | A major restaurant chain |
| Objective | Identify the optimum range of a particular product line i.e. should a new variety be added to the line, or replace an existing variety |
| Solution | Online panel survey, plus VirtualTURF analysis |
