FSP supports marketing professionals by providing key data to inform strategy and ensure every £ of marketing spend is accurately targeted - right customer, right location, right medium With a range of qualitative and quantitative techniques at its fingertips, FSP is one of the most skilled retail consultants in the UK, offering clients an individual approach rather than a prescribed solution.
FSP adopts a collaborative approach to provide key data for the marketing team including:
- Consumer profiling – who is the current/target shopper and where do they live?
- Detailed consumer segmentation - pen-portraits detailing specific characteristics and behaviours
- Accurate identification of catchment area - including underperforming zones - where to look for new shoppers
- Market Share Analysis – which shoppers need to be targeted to spend more
Measuring marketing effectiveness is a key requirement. FSP has interviewed over 450,000 shoppers in over 100 locations across the UK in the last 3 years. This wealth of data enables KPI comparison with appropriate benchmarks to identify areas of success and those in need of improvement.
The first step is likely to be a quantitative survey designed to establish the most important shopper groups, their habits and attitudes. Accurate consumer profiling provides the base data for appropriate messaging. FSP can also identify specific areas with substantial numbers of target customers.
Adopting the appropriate tone is essential for marketing success and in depth FSP discussions with target consumers provide a wealth of insight.
Details of FSP Consumer Research is available here.
In the last 3 years FSP has measured marketing effectiveness across almost 100 shopping centres throughout the UK. The results have been invaluable for their growth, whilst also creating a credible industry benchmark available for all clients.
Let FSP help you get maximum impact from your marketing spend. Contact FSP to find out more.