Scenario:

• A store of a well-known apparel brand was located at the periphery of a well-known town.
• The store was witnessing declining sales for quite sometime and wanted to diagnose the reasons for the same.

Finding Facts:

• Wanted to understand the reasons for declining sales.
• Wanted to figure different segments coming to the store.
• Wanted to understand the impact of competition environment.

Solution Implemented:

• Reasons for the declining sales basis location, assortment, brand perceptions, promotions, service & consumer cohorts.
• An understanding of the shopper at the store : attitude and behavior; 5Ws and 5Hs.
• Reasons for the loyalists to stick & reasons for the lapsers to move out.
• Existing consumer segments for the store & their respective segment sizes.

Outcome:

• Basis an understanding for declining sales client could develop a strategy to arrest sales.
• Basis the segmentation, client could develop a product mix for different segments.