CUSTOMER CASE STUDY
2022 FOTP Customer Pulse Survey
2022 FOTP Customer Pulse Survey
PROJECT BACKGROUND & OBJECTIVE:
A major Builder’s Merchant wanted to understand how their core customers had been impacted by the growth of digital technology in retail and how these technologies were perceived in a very traditional market. In addition, the objective was to understand how these technological developments might affect customer behaviour longer-term, in particular, with regard to using online for purchasing Heavyside products, such as bricks, timber, cement etc.
PROCESS & METHODOLOGY:
Finger on the Pulse Research Ltd. (FOTP) approached this project as a “Usage and Attitude” programme, using our CustomerPulse methodology. We worked very closely with the client’s team, interviewing members of the board, store managers and key account sales teams, to get an understanding of the existing assumptions within the business.
We then conducted 14 qualitative interviews with Trade customers across a range of segments, exploring a day in the life of a tradesperson, how suppliers fit into their plans, and what makes a good or a bad supplier.
Following these interviews, the FOTP team analysed qualitative feedback and developed an online survey which was sent out to a sample of the clients’ customer database. We received over 1,300 responses in less than two weeks in-field.
We analysed the data both overall and by key segment. We used Key Driver analysis to identify main strengths and weaknesses. In addition, we provided high level benchmarking against a range of local and national competitors.
Finally, we included some broader market insights from our own research and industry experience, to challenge the business assumptions in specific areas.
OUTCOME:
FOTP generated and delivered insights and recommendations, together with a number of reports focusing on key elements of customer behaviour, opportunities for saving money & resources and the demographic breakdown of the client’s customer base, to help with better targeted marketing.
In particular, we identified a key opportunity to differentiate pricing between Heavyside (which the trade approach as a “commodity” purchase, expecting prices to fluctuate regularly) and Lightside (which are often high volume, low-value purchases, driven by convenience).
We also identified key drivers of behaviour, indicating what online purchasing is likely to look like in this sector in the future, and what the Trade want from their Builders’ Merchants. This has enabled our client to better anticipate future needs of their customers.
