Introduction

Retail success is about more customers, returning customers and bigger basket sizes. Each of these metrics can be broken down into a large number of factors. Think of them as buttons you can turn to increase your success as a retailer. For example, you can increase the number of customers coming to you by attracting new audiences or opening new stores. How often customers return depends on factors such as frequency and to what extent your stores are combined with competitors. Finally, basket size is influenced by factors such as dwell time and (share of) category visits. We analyzed five cases of well-known retailers who try to increase their success by influencing these factors.

1. A new store concept

In their search for new success, Zeeman is gradually switching to a new store concept. We compared the visits at the national level with the visits of the store with a new concept, Zeeman Ermelo. Conclusion: the new concept in Ermelo is a success. The Zeeman in Ermelo attracts more customers than the regular Zeeman stores.

2. Online success through audience insights

Discover how one brand's audience matches or differs from another's. We looked at the differences and similarities in target audiences for ICI PARIS XL and Kruidvat. Some striking insights: Kruidvat attracts many discount shoppers and students. ICI Paris XL has many customers who live in the city and also visit fashion chain H&M.

3. Success by stealing market share

What does the arrival of a new Hoogvliet store in Rotterdam do to the performance of the other supermarkets in the Pendrecht and Zuidwijk districts? It is striking that Hoogvliet grabs almost 8% market share in this area within a short period of time and that in this case Dirk was the most resistant to the arrival of a new player.

4. Success through store expansion

To determine where Hornbach could best open its next store, we did a white spot analysis. Then we started looking at relevant potential (based on nearest competitors, demographics, behavior of potential customers, etc.) to find the location that will ensure the greatest reach and success.

5. Success impacted by perfect neighbours

Some brands reinforce each other and are therefore often located near each other. In our meetings with the largest retailers in the Benelux, Action is almost unanimously mentioned as a traffic builder and perfect neighbour. We put this to the test at a location in central Netherlands and found out that this is not always the case. One neighbour of Action remained virtually unaffected (Jumper) and the other even lost a significant amount of visitors (Trekpleister).