The brief

Increasingly we are being asked by retailers to help them understand both the potential of their retail estate and subsequent strategies that can fight local competitors. Sayers The Bakers was no exception. Known as Project Stealth this project was commissioned to give them knowledge, insights and strategic direction.

Objectives

1. To understand behaviour of bakery shoppers.
2. To understand the competitor strengths and weaknesses
3. To establish a position for Sayers in the market that will steal business from local rivals

Methodology:

The research project had 3 levels:

1. Street Interviews with bakery customers to get their immediate views of their shopping experience.
2. Observational research to watch how shoppers interact with the store
3. Experiential research to understand communication and pricing strategies.

Insights:

We obviously can’t share the meaty insights that came out but 3 of the hypotheses did emerge as customer truths:

1. Bakery shoppers are incredibly loyal and are often shoppers for life
2. Small price differences do not influence shoppers
3. Taste and experience will enable a steal

Actions as a result of the project:

1. New store format created
2. Meal deal strategy implemented
3. New signature NPD program initiated