RPL provided strategic guidance and market research to a large US specialty retail chain facing challenges from declining spending, changing consumer trends, and increased competition. Through discovery research, opportunity assessment, and impact planning, RPL helped the client strengthen its strategy, target market, and brand positioning. This included developing a new strategic direction, segmentation analysis, and media plan to reach target consumers. The outcome empowered the client to drive innovative changes to optimize the customer experience both in-store and digitally, shaping its strategy for the next year and beyond.

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Retail | Market Opportunity and Innovation
The client
A leading specialty retail chain in the US.
Situation
Our client, the leader in its category,
was facing declining discretionary
spending, changing consumer
dynamics and fierce competition
from omnichannel and pure online
retailers. It wanted to strengthen
its strategy and brand positioning
– based on a better understanding
of where the market and consumers
are headed, and identification of the
biggest opportunities for profitable
growth. Against the backdrop of a
changing retail landscape and evolving
shopper habits, it needed to introduce
innovations that would ensure its
relevance in the market of the future.
Approach
We used our Innovation Roadmap to
develop a target market, clear strategic
direction and a compelling positioning
that would help the retail chain with a
new approach.
The Innovation Roadmap followed three
phases:·
· Discovery: online immersive
ethnographic research, shopper
analysis and tipping point analysis·
· Market opportunity assessment:
category forecasting including
emerging categories, segmentation
linked to consumer demand
projections, and positioning
development and validation
We helped a large specialty chain store revitalize its
strategy, consumer target and brand positioning to
become more competitive in a fast-changing market.·
· Impact and activation: We used
the retailer’s database to classify
customers and leveraged our
audience measurement data to
develop a media buying plan for new
target consumers. The media plan is
based on real data about customers’
media consumption habits. The effort
also linked together the retailer’s
data sources – including demand
forecasting, consumer targeting
and the customer relationship
management database. This gave
our client the insight it needed to
make smarter decisions about key
areas of the business, from in-store
marketing, merchandising and service
models to positioning, messaging and
communications. We also provided
collateral for sharing the new
strategy across the organization and
aligning all of the client’s groups and
departments behind it.
Outcome
Our target analysis, positioning
insights and recommendations
empowered the client to drive
disruptive retail innovation in its
category. The client identified
inventive ways to optimize customers’
experience in its stores and across
digital touchpoints. These ranged from
using service staff more effectively
to providing new tools that enhance
consumers’ shopping and post-sales
experience. The work will shape and
inspire the retailer’s strategy over the
next year and beyond.
“Everything we do is now
informed by your efforts
– truly transformational
for our company.”
Client’s chief marketing officer
Your contact partner is there for you:
Anup Deshmukh
+91 9773 96 96 03
ad@rekhaprocitylabs.com
2020 FORESIGHT AND STRATEGIC
GUIDANCE FOR RETAIL INNOVATION