Case study: John Lewis

The Brief

John Lewis was planning to open a new flagship store in Birmingham, but with a difference. It was in the New Street Station redevelopment, so the challenge was not just opening a new store; but opening one where John Lewis wanted to appeal to a commuter audience beyond its core customer base who were likely to head straight there.

Our Approach

We used a combination of people flow mapping, interviews – in street with commuters, as well as shoppers – and focus groups to help John Lewis develop the Birmingham store’s strategy.

Data Collection Methods

Our data collection method included people flow mapping, In Street interviews and focus groups..

x60 face-to-face shopper interviews
100%
x120 interviews across 2 key locations
100%
Data process, analysis support, and PowerPoint output results
100%

What We Delivered

We provided John Lewis with a robust approach, combining people flow mapping, interviews – in street with commuters, as well as shoppers, and focus groups to gain a better understanding of shoppers needs.

Our work helped John Lewis develops its Birmingham’s store strategy. Covering navigation in New Street, in-store experience as well as specific range, and convenience plans, the work was central to the store opening back September 2015.

 

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