Metro

CLIENT: METRO

REGION: EUROPE, ASIA, AFRICA

FOUNDED: 1964

EMPLOYEES: 219k

SPHERE: RETAIL

COOPERATION SINCE: 2018

WHAT IF, BY INCREASING THE PRICE BY ONLY 10%, IT AFFECTS THE VOLUME OF SALES AND REDUCES THE NUMBER OF CUSTOMERS?

What was the client objective?

The client approached us to help solve several problems:

– assessing their position and brand awareness in the market,

– testing the hypothesis that the change in the volume of purchases depends on the price in the context of specific goods categories.

Tasks:

  1. To analyze the popularity and frequency of attendance of shopping centers among families in cities where there are METRO stores.
  2. Analyze customer satisfaction with the following characteristics:
    – customer satisfaction with the price of key products
    – satisfaction with the range
    – discounts and promotion
  3. To assess customer behavior in shopping centers, analyzing key products with either an increase or decrease in price by 10%.

What research have we conducted for the Client?

We have created a comprehensive project, in which we carried out the study, measuring the following categories:

  • Consumer behavior in the supermarket
  • Brand recognition
  • Customer awareness of supermarkets by name
  • Analyzed brand awareness and visit patterns.
  • Analyzed brand awareness and METRO visits in the context of cities
  • Formed a conversion model of supermarkets
  • Created attraction and retention cards
  • Determined the choice of a supermarket: causes and important factors
  • Analyzed attitude towards prices
  • Evaluated the impact of positive and negative pricing policies

On the basis of the research data obtained, we also determined the position of METRO by the parameters: knowledge and attendance, attraction to and indifference towards supermarkets, attendance and selection factors and satisfaction.

What value did the client get?

We have developed and conducted a comprehensive design of the study to solve the client’s problem.

Value:

  • The threshold of price elasticity was defined.
  • Provided specific recommendations for:
  • Pricing and categories;
  • The risks of customer turnover when the prices of specific goods change;
  • Brand perception and customer base loyalty structure.

Additionally, hypotheses about the importance of price as a stimulating factor for different categories of customers were tested.

As a result, METRO received recommendations from us on retaining the customer base and key drivers for the growth of the base. 

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