Some of the projects I have worked on are below….
Spar UK Ltd
Brief
Reinvigorate the Spar UK brand across 2600 stores, identify core audience and create annual communication plan
Process
Ethnographic research, data analysis, sales analysis and market mapping helped define the audience. This was built out into a brand manifesto and pen portraits, social profiles of shoppers.
Outcome.
Footfall and basket spend increased. Reach and engagement of all social channels increased significantly.
Liverpool Football Club
Brief
Liverpool FC wanted to capture what it meant to be part of the team, and find ways to galvanise the club around its new vision.
Process
Working with the every team (including the first team) helped them translate the Liverpool Way into their day to day work. Helped map the fan journey and create moments of magic.
Outcome.
Individual operational manual for match-day showing all 1,500 match day attendants what their role was and key behaviours.
Royal Dutch Shell
Brief
Create a global retail proposition, which moved Shell from being a fuel retailer to a retailer of fuel.
Process
Quantitative testing helped hone the proposition. This was translated into a customer journey map for each country.
Outcome.
Significant shift in focus of business on colleagues & culture. Operational improvements identified across the forecourt experience. Future retail innovation opportunities identified.
Vodafone (Busy Internet)
Brief
Following the purchase of “Busy Internet” by Vodafone, the job was to identify a compelling market proposition for the brand and create new identity
Process
Market mapping, customer research and market modelling to build new proposition. Working with local agents to build creative framework for the brand.
Outcome.
New brand playbook shared, along with recomendations on store layouts, in-store look and feel. Relaunch helped recruit new customers.
Well Pharmacy
Brief
Working with the leadership, create a 5 year road map for the business, including a detailed forecast of how funding for pharmacies is likely to change.
Process
Built detailed market model of how prescription funding currently worked. Ethnographic research with consumers to understand their care needs and where the current system fails them. Used these insights to identify strategic business choices
Outcome.
Executive team were able to choose strategic direction for the coming years and the roadmap to achieve change
Other examples
Philips
Create a global retail proposition, which moved Shell from being a fuel retailer to a retailer of fuel.
Odeon
Accompanied visits, eye tracking and omnibus research, helped understand cinema goers visits and build out the optimal customer journey.
Tui Travel
Significant shift in focus of business on colleagues & culture. Operational improvements identified across the forecourt experience. Future retail innovation opportunities identified.