All businesses want to know how they are performing; where they are in growth, where they could do better and where they should look for future opportunity. To get to the real answers requires a clear understanding of what your customers needs are and how well you are meeting those needs.
srcg has developed a distinctive, leading edge solution that delivers a comprehensive understanding of your relationship with your customers. Recognising the importance of your retailers' opinions is the first step to building a better, more collaborative relationship.
This approach to retail benchmarking involves both a quantitative and qualitative investigation to gain a balanced view of your business. An in-depth questionnaire is tailored to capture specific details as srcg conducts a series of interviews across the various divisions within your retail partners. This is supported by a quantitative questionnaire which enables direct comparison between your business and selected competitors, across your chosen set of key retailers.
How you respond to your highlighted strengths and weaknesses will determine your future success. srcg provides valuable insight throughout the process to ensure you maximise the relationships you have, to build on your current business and take it to the next level.
Process
Step 1 Tailored to your needs
srcg ensures the programme delivers against your individual needs:
Which retailers should be targeted?
What topics should be covered?
Step 2 What really matters to your Customers?
Required insights might include:
Relevance of shopper understanding
Use of consumer insight
Current category thinking
Partnership suitability
Communication: who and how
Step 3 In-depth qualitative and quantitative interviews
srcg conducts indepth qualitative and quantitative interviews with senior level contacts within the target retailers.
The retail expertise within srcg ensures the interview is a fast-moving discussion which probes your key topics, and that it is not simply a question and answer session.
Step 4 Interpretation of results
Both quantitative and qualitative output delivers distinctive customer insight
Retail benchmarking was the critical first step undertaken by Tropicana when redefining their convenience strategy. The insight gained enabled them to deliver convenience sales growth of 25%. Coors Brewers used srcg retail benchmarking to identify key retail issues, on which they could lead the industry.
"srcg gave us the key insight to our customers from where we can ensure that our levels of service more than match customers' aspirations." - Adrian Long, Director of Operations, Coors Brewers
For further information please contact srcg on +44 (0) 20 8944 8400 and one or more of their team will meet with you to discuss your needs.
