THE RETAIL BULLETIN - The home of retail news
Lest we forget
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
Sweaty Betty benefits from indepth customer profiling and analysis

Sweaty Betty, the women's fashion sportswear retailer, has undertaken a customer analysis and profiling exercise with Experian UK to gain a detailed insight into its customers’ profiles and buying behaviours.

GENERAL MERCHANDISE

Sweaty Betty benefits from indepth customer profiling and analysis

Sweaty Betty, the women's fashion sportswear retailer, has undertaken a customer analysis and profiling exercise with Experian UK to gain a detailed insight into its customers’ profiles and buying behaviours.

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!” 

 

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The Retail Design Seminar 2018
The Retail Design Seminar 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Seminar 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
AI in Retail Conference 2019
AI in Retail Conference 2019
18 September 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Retail marketing is changing pace rapidly by making communication across all platforms personalised, relevant, efficient, and helpful. AI not only helps shoppers find a perfect product but also pre-empts the shopping behaviour and speeds up payment.
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019