"PA's segmenting of customers in an operational analysis develops a retailer's tactical marketing activity and creative messaging"
Mark Thomas, PA's expert in Strategy and Marketing
PA Consulting Group's UK retailing client was going from strength-to-strength with its 75-year trading history, 310 stores nationwide and annual turnover in excess of £1.6 billion. Competing in multiple sectors by offering a broad range of products at affordable value, the business was looking to set firm foundations for rapid growth.
Our proven experience in performing comprehensive customer and operational reviews facilitated PA in building a customer strategy for the retailer. We focused on delivering additional value to the business and mitigating profit impact by performing:
customer segmentation – profiling the consumer base in previously unexplored detail (including a basket analysis showing purchasing patterns) to determine differential customer needs, behaviours and opportunities
fundamental cost audit and operational review – highlighting which products and ranges were generating and/or eroding value
strategy implementation – designing and rolling-out a series of aligned market propositions including new store formats, Internet retail expansion and enhanced customer in-store experiences.