FSP RETAIL BUSINESS CONSULTANTS

Getting Into The Mind of the Consumer September, 2014

Research Types

QUANTITATIVE When you need to track,

estimate, predict, forecast

QUALITATIVE When no benchmarks exist,

It is more important to understand than to measure

You need to know why and how

Deals with the Past & the Present Deals with the Present & the Future

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The amount of data we have on consumers is vast. All this data is valuable and can be analysed to predict trends. However a more low tech, but very valuable, way to get into the mind of the consumer allows us to ask “why?” and “how?”.

Focus groups get you face to face with your customers

Perception – Designer Brands

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“I love the new bit because it feels like it’s totally aimed at me because I'm very into designer shops - a huge Next, its got GAP, its got everything I could think of going for"

We don’t all think the same; be aware that we are always subject to our own perceptions and ideas; others may be very different

FSP RETAIL BUSINESS CONSULTANTS

Building a Brand

Naming Options

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Focus group aims: to investigate attitudes to Victoria Quarter and options for a name for the adjacent Hammerson development.

Victoria Quarter – a reputation to maintain

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Victoria Lanes: Positive Associations

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Very old-world, high end, expensive, traditional,

Dickens, Liberty’s, Harrogate (younger family: new)

Lanes I liked the sound of, more boutique-y

(younger family: new)

Pleasant, relaxed feel, natural, modern

and fresh (older family: reconvened )

Victoria Gate: Positive Associations

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Gate is nice connection with VQ.

With JL at the end it’s an opening or a

closing

Cool, contemporary, classy, trendy,

upmarket

Trendy, upmarket, latest designs. When I got to

Lanes it was more country shops and Barbour

I think Gate sounds more up-market. . . I agree. Addresses

with Gate on are nice

A gateway to a new shopping experience – suggests multi-cultural,

inclusive, families

September 10, 2014

Victoria Gate: Negative Associations

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Quite high-streety. Things you would see in every other

shopping centre – White Rose

Seems a cut-off, shut the gate, I don’t like that

Younger place with just fashion and shops

Manageable objections

Victoria Lanes: Negative Associations

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I actually thought prostitutes . . . I thought that as well but wasn’t

going to say so

It reminds me of the Lanes at Castleford shopping centre which is totally opposite to what this is going to be and puts me off – it’s

a bit down-market – a mining town

What We Learnt Victoria has huge strength as the Mother brand Vital to make the link between VQ and the new development Hammerson need to shout about ownership of both centres Victoria Gate best option with few negative connotations Potential to see Gate as gateway/inclusive Beware connotations with ”closed off/not welcoming” Action - Information Point about Victoria Gate located in VQ

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A Suite of Brands; A Strong Mother Brand

September 24, 2014 FSP RETAIL BUSINESS CONSULTANTS 12

FSP RETAIL BUSINESS CONSULTANTS

Understanding the Local Consumer

Aberdeen Comments

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I heard that once its finished it’s going to be the biggest square metres for a shopping centre in

Scotland. Is that true? We’ve actually been voted the

friendliest city in Britain

Aberdeen is a big city. It should be catering for

bigger things

A multi – purpose thing, a massive, huge development

September 10, 2014

It’s incubated which is part of the climate of Aberdeen. It’s cold so you have to spend a lot of time indoors. Different

social groups form. It’s not segregated and it’s friendly once you get in there but it’s finding where you want to get in that

can be daunting

If you come to Aberdeen, you can just relax and feel free to do what

you want. . .be who you are

Aberdeen has got beautiful granite buildings. It’s very clean.

Union Square, Aberdeen

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Not the biggest shopping centre in Scotland but an opportunity to reflect consumer aspirations for Aberdeen to be No1 in Scotland

The Response First in Scotland

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First shopping centre in Scotland

Valerie's Brasserie (Patisserie Valerie)

(now gone)

Qualitative Research Uses

Competitive destination evaluation Tenant Mix Strategy Brand Creation/Testing Retailer Product Development/Testing Alternative marketing scenarios

Benefits Get into the mind of your consumer Avoid pitfalls Find key drivers for branding and marketing Save costly mistakes Speak to your target audience Challenge your own perceptions Find out what works

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FSP RETAIL BUSINESS CONSULTANTS 19 Manor Courtyard Hughenden Avenue High Wycombe UK, HP13 5RE

T +44(0)1494 474740 F +44(0)1494 474262 admin@fspretail.com

www.fspretail.com www.snap-shop.co.uk

Jo Hewson Managing Director T+44(0)1494 474740 M+44(0)7771528792 F+44(0)1494 474262

Jo@fspretail.com