Case Study: Increasing advocacy and visitation of Australia’s major supermarket
INDUSTRY – Grocery Retail
EXPERTISE – Drivers Modelling
The Challenge
To ensure continued growth and customer engagement at Australia’s leading supermarket, understanding what is at the heart of driving shopper advocacy and patronage was essential. Critically, there is a need to uncover how these may evolve over time and how they differ by key shopper segments to improve the shopper experience across all touchpoints.
The Solution
Utilising existing brand tracking data, Ergo crystallised the drivers of choice using sophisticated PLS modelling. We used an “always up-to-date” approach to refine the model over time and provided ongoing consultation and engagement to embed the results into the business. The revealed drivers now sit at the heart of the retailer’s initiatives.
Services Provided
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Drivers Analysis
Path model to illustrate the impact of each factor on patronage and advocacy
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Segmentation
Measure the difference in drivers of advocacy and patronage across segments
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Engagement
Multiple presentations with key stakeholders to embed results
The Result
Building behavioural as well as emotional loyalty is important to drive short-term sales, as well as enabling sustainable growth and profitability while safeguarding from disruption.