Sweaty Betty benefits from indepth customer profiling and analysis
The study has also helped the retailer to identify the best retail locations for new stores to help attract target customers and reach growth targets.
Using segmentation tool, Experian Mosaic UK, the customer analysis identified key demographic characteristics that exemplified the profile of Sweaty Betty customers. By defining the target customers, Experian was able to apply this intelligence and recommend the target locations for Sweaty Betty store development. Prospective towns were screened against variables such as the customer target profile, type of town, social mix of catchments, cannibalisation, and mix of other retail shops and competitors. From this information, the top 50 ‘gap’ towns were established which were then drilled down and prioritised further to allow Sweaty Betty to create its ‘top 10’ store location targets.
Experian also used the tool to profile the existing Sweaty Betty customer and then applied this intelligence geographically to undertake a store location analysis. Sweaty Betty said the output and recommendations helped it to better understand its existing customer profile, who its most valuable customers were, and to identify target store locations. Experian also supplied the raw data analysis to allow Sweaty Betty to complete further investigation in-house.
Experian’s geo-demographic analysis combined with the site location rankings, equipped Sweaty Betty with an in-depth view of its customers and target locations in order to develop a medium to long term store opening plan. By understanding their customer type, Sweaty Betty said it could now better plan these locations and manage store distribution accordingly. It also has an evidence-based understanding of how the London based shops and customers differ from the rest of the country in order to optimise all its shop and marketing activities. These can also be tailored to unique geographic and demographic behaviours.
The results of the analysis have also been implemented into Sweaty Betty’s overall marketing strategy.
Emma Thornton, retail director at Sweaty Betty, said: “The ‘Experian experience’ has given us the confidence to continue our expansion. Their numbers have helped to confirm our gut feelings about potential new markets, with the right type of customers in enough volume. Experian’s style of presentation and support was very professional and any queries raised were handled effectively. Experian’s understanding of our brand as a customer added real energy to the project. Their genuine interest was much appreciated and added extra zest to proceedings!”
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