Get in touch

Get in touch

05 February 2015

Background
Menkind
sells original gifts and gadgets for men. Founded in 2001, the retailer’s mission is to provide a wide and interesting choice of men’s gifts for the man who has everything. Now with 30 stores across the UK and a thriving online business, the company also operates pop-up stores at peak trading times. Menkind approached FSP, the leading retail property consultant, to help support product development and business growth through a new store location strategy.

Chief Executive Paul Kaufman explains, “We were aware of FSP’s work on shopping centres and also as a liaison between landlords and retailers. We wanted to build on our understanding of the Menkind customer profile and buying habits. After meeting with Jo and the team, we quickly realised that an analysis of our online customer – as well as in-store – would provide us with a rounded view of the customer experience we provide.”

The Customer Challenge
While Menkind’s name and proposition is male focused, the company was aware that it attracted female purchasers and was keen to explore the relative visit and purchase habits of this important customer group. There was also a desire to get closer to the typical Menkind store shopper, and define how this profile compared with online shoppers.

The Solution
Drawing on its experience as a leading retail research partner, FSP carried out over 2,000 interviews in six Menkind stores using a highly cost effective Intercept survey capturing demographic data. Stores were chosen in conjunction with the client to cover a wide geographical spread and included Manchester, Norwich, Cardiff, High Wycombe, Aberdeen and Leicester. To define customer attitudes and behaviour, the research explored reasons for visiting Menkind stores, the conversion of purchases in-store and who these were for, as well as why customers didn’t make in-store purchases. FSP also tapped into customer awareness of the brand’s online offer.
 

FSP Menkind Case Study

The Results
The research revealed a number of significant findings for Menkind, leading with the difference between online and store customer profiles. Key findings included:

  • Menkind has a wide appeal across age groups and socio-economic groups
  • Online shoppers are significantly more affluent than in-store shoppers and had a higher ATV (average transaction value)
  • More than half of Menkind visitors are male – 53%, almost double the typical proportion of males in shopping centres (27%)
  • Men were less likely to purchase with 60% of purchases made by female shoppers, with 15% of purchases being for females
  • With website awareness improving, the research found that in-store ATV is 45% lower than online

 

What This Means for Menkind
FSP’s findings revealed the huge opportunity presented by female shoppers to Menkind. As Paul comments, “Having this defined view of our customer really means we can develop a product strategy that responds to their preferences and needs. It’s vital that we demonstrate how well we understand our customer through our product range so we will be building this into our strategy.”

Taking on board the potential to tap into higher-spending online customers, Menkind will be reviewing new store locations to ensure customers are better served by a local store. The FSP identified target customer hotspots in the UK suitable for potential store locations.

Jo Hewson adds, “Menkind is a fun and energetic brand. This research has shown the considerable potential for the store in terms of accessing exciting new customer groups as it evolves its offer to better suit a changing customer profile.”