Grocery “Shop-A-Longs”

Case Study
Communications Company Determines Optimal Bundle

Project Objective: 

A grocery company was interested in opening a New Orleans location less than three miles from one of their current stores. Due to the close proximity, a fresh concept was being considered for the new location. In order to develop effective branding for the new store, the client asked MDRG to conduct qualitative research with local residents to:    

  • Determine the product and service offerings for the new  store
  • Provide direction for brand development and messaging
  • Explore potential names for the new store
  • Understand perceptions of competing grocery stores in the area

  

Research Methodology: 

A multi-phase research process was conducted to understand consumers’ grocery shopping habits and preferences that would inform the designing of the new store.

First, MDRG conducted shop-a-longs. An MDRG qualitative researcher accompanied area residents on shopping trips to their primary grocery stores. The shop-a-longs provided valuable insight regarding shopping habits that allowed MDRG to recommend specific product and service offerings.     

As a second step, MDRG conducted two focus groups to explore preferences and expectations of the new store. MDRG also explored perceptions of competing area grocery stores and potential positioning and naming concepts.    

 

Results: 

MDRG and the client worked together to develop brand communication strategies that would position the new store for success. Using the results of the research, MDRG was able to:

  • Reveal consumer preferences for product and service offerings
  • Recommend layout features to make the shopping experience more efficient
  • Suggest public relations/advertising opportunities to drive customers to the store
  • Recommend strategies to differentiate the new store from its competitors 
  • Propose potential names for the new store that were appealing, relevant and distinguishing

The client found the results and analysis invaluable in designing and branding the new store.