B&Q wanted to make a step change in the way in which they sold cleaning products to double their annual sales of the category in 2015
Investigating the cleaning category at B&Q
This research covered three different consumer and trade shopper segments to identify which of them offered the greatest potential to B&Q and to highlight their requirements of the cleaning category. A detailed understanding of the purchasing behaviour and attitudes of the potential shoppers enabled the B&Q Category team to develop a strategy to meet their sales targets.
To meet the objectives of uncovering the secret to success for three very different customer types, the research was a carefully selected mix of instore qualitative intercepts, quantitative exit interviews, online surveys, telephone b2b quantitative interviews and telephone b2b depth interviews.
This enabled us to build a complete picture of the market and highlight the greatest opportunities for B&Q.
“Marketing Sciences Unlimited have provided us with a detailed understanding of the current market and have made actionable recommendations on the future direction for the category.
Since the research was conducted in 2014 it has formed a key element of our business case to successfully gain more selling space for the category in a high footfall area of the store” May 2015
Clare Whitfield, Lead Buyer – Cleaning & Housewares, B&Q