A world leading ice cream brand launched a store in one of the largest malls in UAE. Despite having a premium location, the store was having difficulties generating traffic and sales compared to other stores within the same proximity. The client wanted to test a few hypothesis to understand the reason why the footfalls & sales were not as expected.

We have applied a holistic research involving both qualitative and quantitative approaches, to evaluate – the visibility of the store; consumers’ level of awareness; customers’ needs & expectations and triggers & barriers.

The qualitative approach included intercept IDIs with walk-in customers to assess the location awareness and reasons for visiting the store. Simultaneously a static camera was installed outside the store to observe traffic, footfalls and movement pattern.

The quantitative phase was conducted post the qualitative phase – store/shopper observation and intercept (exit) interviews to understand customers profiles, purchase frequency, perceptions, triggers and barriers.

The research helped the client to explore key insights and opportunities for their store to increase engagement chances, drive higher visibility and improve their design.

The client believes there is a potential to create a retail store targeting tweens – an untapped audience in the region

A Qualitative insights phase to explore what attracts the attention of tweens & the in-store experience that will connect with them. This was followed by a Quantitative evaluation of the concept & potential name options.

Design: Ethnography sessions with moms & tweens followed by focus groups with a pre-task done by tweens. Quantitative interviews with mothers

The research helped bring alive the world of the tweens – their role models, their aspirations, their collectibles, the games & fashion that attract their attention. It was also able to give clear direction on the in-store experience & name options for the concept.

The research was also used to understand the choice factors, functional drivers & emotional affinity aspects, in deciding the place to shop for the tweens.

The insights were used by the client to fine-tune their concept & are expecting to launch the concept across the Middle East.