Poundshop.com’s Board needed to increase the customer’s average basket spend and drive overall sales, following a shortfall in Q1 revenue.
Allways Media recommended a customer and market research project, to better understand Poundshop.com’s existing customers and their purchasing drivers, and why sales were declining; as well as look for opportunities presented by the current economic and competitor landscape.
Allways Media carried out a customer survey that received 1,427 responses, which provided a good representative population on which to base our conclusions. In addition, we carried out three focus groups, where we gathered insights and feedback from nine non-customers and eight existing customers. Furthermore, we carried out extensive market and competitor research.
We delivered new customer personas as well as new existing customer personas — as previous assumptions they had made about their customers were not reflective of their actual customer base — and a customer journey map, detailing customer touch points and a recommended course of action.
Our final report analysed and concluded findings based on all of the primary and secondary research, and were used to inform direction for a strategic growth and proposition development plan, along with priority next steps.
WHAT OUR CLIENT SAID
Allways Media were appointed to lead a customer research project ahead of an awareness campaign for Poundshop.com. The team’s research and industry knowledge stood out in the selection process as well as the customer facing approach to research compared with data analysis. Planning and deliverables were all kept to a tight schedule. It was a pleasure to work with the team, a very positive attitude and confident that the results will add significant value to our ongoing campaigns.