Professional Documents
Culture Documents
Retailer Services
The FSP approach is not simply about analysis. At its heart, FSP Directors are retailers and
over 100 years of retailing experience is directed into every project to test, challenge and
provide advice, before it is offered to clients. We share your passion for retailing.
Location
Selection
Brand &
Consumer
Research
Expansion
Strategy
Turnover
Estimation
Retailer Clients
FSP and sister company Pragma advise a variety of retailers including:
The Challenge
In order to strengthen its retail presence and grow brand-awareness in the UK,
the client sought to establish a network of company stores, including a flagship
Experience store in London. The aim of this Experience store was to promote
the brands wider range of lifestyle footwear and apparel, as well as celebrate
its heritage of producing quality shoes for sport.
What We Did
Customer Insight: FSP segmented and quantified customer demand
using our unique FISH categorisation system. We gave detailed insight
into key performance influencing factors including catchment populations
and customer demographics. Understanding the catchment profiles and
consumer Lifestages was imperative for pinpointing ideal store locations
Location Selection: FSP identified key trading streets including
competitor locations, existing channels of distribution and sub markets.
FSP provided street summaries identifying important KPIs suited
specifically for the client
Business Context
The client is one of the worlds leading sports
footwear brands. The brand has a strong
reputation among serious sports enthusiasts,
as well as those seeking a blend of performance
and fashionability. Although the company has
been manufacturing in Cumbria for 30 years,
current UK distribution is primarily through
specialist sports operators such as Sweatshop
and generalists such as Schuh.
5
Result
FSP submitted a list of recommendations based on the insights provided.
The client was keen to follow and apply our insight into their roadmap
strategy prior to instruction on a new store in London.
Neal Street
Urban Outfitters
Diesel
162
1,200
971
12
Sports Retailers
Footwear Retailers
17
Source: FSP/CES/GOAD
50
40
30
20
10
0
Clothing &
Footwear
C&F
FISH
Key Location Information
450
Footfall Index
26
% Residents
46
% Tourists
50
% Workers
4
Covent Garden (11)
Household
Goods
Leisure
Goods
Department
Stores
C&F
Price
Classic
7%
Family
14%
Personal
Goods
Food &
Beverage
Others
Premium
Lower
4%
Middle /
Value
2%
Young
34%
Middle
53%
Upper
Middle
41%
Assured
45%
The Challenge
The client had developed a mature business in Scandinavia where their
shopper was readily identified and successfully targeted. The challenge was
translating this shopper into other markets, including the UK, and then ensuring
that chosen locations were suitable. Expected turnovers were also reviewed, to
check they fell in line with board expectations.
What We Did
FSP delivered a suite of reports and supporting evidence to the clients UK team
that could then be incorporated into their recommendations to the main board in
Sweden.
Shopper Profile: Using demographic profiling, FSP closely classified the pre
identified client shopper and used this to create a demand surface. This
allowed FSP to classify locations with high numbers of key shoppers
Business Context
The client, a Swedish hardware store chain
and mail-order firm that specialises in hardware,
home, leisure, electrical and multimedia products.
It is one of the biggest of its type in Scandinavia,
with a total of approximately 180 stores. In 2008,
the company opened its first UK retail store in
Croydon, South London. It later opened 13 further
stores across the country.
8
Result
FSPs analysis highlighted how trading performance relates to factors such
as competitor provision, catchment size and lifestyle preference for the
brand offer. The top 250 sites, in terms of estimated turnover, were delivered
to form their expansion strategy targets. The data was also used by
marketing teams to assist activity and to build interest in their stores.
FSP supplied the client with a deck of supporting evidence for the UK expansion team to incorporate into
recommendations for their Corporate Board.
450
400
350
300
250
200
150
100
50
0
We constructed a scorecard methodology to help rank identified target locations. Client specific
indicators were used to identify the optimum mix of attributes for any location.
Location
No of
% of
Complimentary Complimentary
Retailers
Stores
% Multiple
Total
Client Ranking Client Ranking vs
Clothing &
Weighted
(based upon
Shopper Pop
Footwear
Client Score
Ranking
weights)
Representations
Location A
28
201
12
Location B
23
10
23
283
34
Location C
16
20
48
334
16
Location D
24
32
18
379
21
The Challenge
The clients primary channels of distribution for the UK were department store
and concession led. The challenge was to create a flagship stand alone store
that would represent the brand to its full capacity whilst testing new concepts
and products for future store roll out. Using qualitative research, FSP advised
on the key requirements of consumers that would give the store the best
chance of success. It was essential that the concept was in tune with the
behaviour, merchandise expectation and locational requirements of key
customer groups.
What We Did
FSP worked closely with the client to identify the areas where qualitative
research could support with detailed feedback. This was used in conjunction
with desk- based analysis to provide a fully informed set of results.
Business Context
The client specialises at retailing towels,
bathrobes and bedlinen in stores throughout the
UK. The company sells online and in Europe, the
U.S. and Australia. The company has a long-term
relationship with tennis, producing the towels
used by players on court at Wimbledon since 1987.
Their UK business is predominantly via
department stores and concession stores and a
small number of outlet centres.
10
Result
The feedback was evaluated and presented with recommendations to the
clients board, where it was used to shape the location, look and feel of
the brand throughout all its consumer touchpoints.
FSP communicated
the major motivators
that influence the
shopping behaviour
and spending
patterns of customers
within client stores.
The analysis helped the
client to enhance not
only the look and feel of
the stores but to also
address customer
service improvements.
11
The Challenge
The client had developed a portfolio with a diverse and varied mix of store
locations. The model generated by FSP had to provide strong indicators of
potential new store performance and comparable analysis for locations as
varied as regional flagships to seaside towns.
What we did
A robust and tangible model had to be developed by FSP to assist the selection
process. Elements of this model are outlined below.
Shopper Profile: Using demographic profiling, FSP classified the clients
existing shoppers, and used this to create a demand surface. This allowed
FSP to identify towns with high numbers of key shoppers a key factor in
identifying potential new sites
Business Context
The client, a British fashion and lifestyle brand
that sells clothing, footwear, accessories and
home products inspired by British country
lifestyles.
The company has 99 retail stores in the UK with a
turnover of over 117m. The brand has since
expanded overseas with particularly successful
sales in Germany and USA.
12
Result
FSP delivered a model that had a high degree of accuracy in predicting
gross sales. We worked closely with the clients internal teams in
producing a prioritised list of locations to focus on.
13
Trading Performance
Space Supportable
Footfall Forecasts
Commercial Performance
International
Strategy
Brand Positioning
14
Concept Development
Tenant Mix
Financial
Analysis &
Modelling
Customer Attitudes
Customer Segmentation
Catchment Analysis
Customer
Insight
Brand &
Concept
Development
Market
Analysis
Space
Configuration &
Planning
Space Configuration
Market Segmentation
Market Projections
Competitor Mapping
Testimonials
FSP's retail experience has given us knowledge of the trading
potential of new sites, while their clear advice on local market
strategy has had a direct impact on our approach.
Mark Gregory, Managing Director
15
Simon Rosenberg
Senior Consultant
T +44(0)1949 474740
M +44(0)7495 638285
F +44(0)1494 474262
19 Manor Courtyard
Hughenden Avenue
High Wycombe
UK, HP13 5RE
Simon@fspretail.com
T +44(0)1494 474740
F +44(0)1494 474262
fspretail@fspretail.com
www.fspretail.com
www.snap-shop.co.uk