Calendar Club shops and mall units are a common sight in shopping centres and high streets across the UK from the end of September to January and each season they aim to have around 300 sites up and running
Calendar Club asked us to provide a field force to gather data in over 50 store locations across the UK, over the busy Christmas trading period. The timescales were tight with a project timetable of just 4 weeks from start to finish.
Their focus was to gain a better understanding of their customers including the main reasons for shopping with them and the average level of spend and dwell time spent in each store. They also wanted to measure their advertising effectiveness by measuring awareness of individual campaigns (On and off line) and recording their customer’s media consumption.
We worked with the senior management team to develop the existing questionnaires and ensured they captured the respondent’s details. We also suggested that the data could be further enhanced by adding the customers ACORN profiles at the analysis and reporting stage.
We completed a total of three separate face to face surveys including an international survey (Completed across the Calendar Club group) a UK survey (combining these two surveys helped reduce duplication and saved costs on the fieldwork and data analysis) and a jigsaw survey (New product development) and lastly a Mystery shopping exercise.
The client obtained valuable customer behavioural and attitudinal data and was also able to compare the results with its international partners. The ACORN data was used to look at the customer profiles in more detail and allowed the marketing activity to be focused on the key audience segments
We are now also working for Party HQ – part of the Calendar Club group of companies.