In a nutshell

An external consultant working with this particular retailer – a nationwide variety store chain – asked us to write a short report on the main issues and challenges facing the business, which in turn would help build an evidence base for change.

What we did

The business was one that we had a good prior knowledge of, and we combined analysis from our previous visits and published blog posts with some new insights.

Topics covered in the 16-page report included brand, product, first impressions, store environment, performance and competitors, illustrated throughout with our original photographs.

We argued that the chain’s visual identity and brand had long been confused, and that while the quality and range of the offer – especially in homewares – was a key strength, it was currently poorly communicated and widely misunderstood.

One of this chain’s challenges was to define and articulate the uniqueness of its offer in relation to competitors.

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In particular, we noted that the company’s store frontages typically made a negative first impression through visual clutter and poor display.

Similarly, we argued that the cluttered and neglected store environment in which products were typically presented was unappealing for customers, and, by failing to convey a sense of quality, undermined the strength of the product offer.

Our report also noted that the business had a history of underperformance relative to its peers, but that a recent return to profit – even with squeezed consumer spending and below-par stores – demonstrated the potential of the business should current weaknesses be addressed.

Finally, reflecting on the post-Woolworths variety store landscape, we observed that the gap left by Woolworths was being filled by a wide range of single-price and discount retailers.

One of this chain’s challenges, therefore, was to define and articulate the uniqueness of its offer in relation to those competitors.

Our conclusions suggested some ways in which these shortcomings could be addressed.

What impact we had

Our report was shared with the retailer’s bosses. In the years since, the business has gone on to invest in its estate, improve its processes, and deliver consistent profitability.

Can we help?

Explore our website to read more about the practical feedback we can offer stores and the research insights we deliver, or contact us to start a conversation about how we can help your business.