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Beyond Putting Data to Work Strapline


Our client, a major supermarket retailer, had set itself a target of doubling the size of its business in 10 years. It had two main challenges: 1. Understanding how to maximise sales per square foot for its existing stores, which it had previously developed in a one-size-fits-all approach. 2. Understanding how to select the right offer for new stores as it was moving into non-traditional locations and developing new formats.

What We Did

We developed a new branch segmentation that was developed through identifying the different types of shoppers and shopping missions across the estate and profiling each store based on it’s local customer base and catchment area. This was used to power a store performance and benchmarking tool that delivered insights on store layout performance and drove new store design considerations.


The segmentation and toolkit has provided the client with the capability to quickly identify development opportunities in existing stores either by looking at its own performance trends or comparing it to relevant peer groups stores that share the same pitch factors and shopping behaviours. In addition new location plans and business cases are now quickly developed using the patterns and insights from the rest of the branch network. Through different views of the data a prioritized investment plan has been developed highlighting which stores require investment and in which parts/service areas of the store.

Beyond Analysis have delivered a first-class output quickly and efficiently. This entirely met the brief and has given us real depth of insight into our store performance and will be used to determine the decision that we take around the stores.​​

Head of Retail Planning

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