Cobra Beer – Buying Triggers

Client Need

The brief focused on fine tuning existing customer knowledge around consumer needs and buying preferences.

Project Outcome

Identification of 40% sales increase in a declining market.

Business Challenge

The consumer is the product decision maker (B2C).   Therefore the challenge was to engage with consumers at point of sale (POS), to identify needs, preferences and influences.  Operationally this raised a number of challenges including; consumer engagement, language, culture, data capture and opt in.

What Did CSM Deliver

CSM built a programme which overcame all barriers.  Retailers across the UK were invited to join the programme, which delivered a national consumer picture.  The programme achieved a response rate in excess of 20%, and a statistically robust data set.  With 12% of respondents opting in for future contact.

Client Benefit

The client was able to action initiatives within the 2008 strategy, understanding the issues, enabling risks to be managed.  The client credits information delivered by CSM as a contributing factor to increased sales in 2008.

Client Investment

The programme included: Creative, direct mail response mechanism, B2C research design plus data capture for future research.

Would You Like:

• Consumer engagement in unusual situations?
• Greater consumer insight in specific areas of your business?
• An independent feedback mechanism?
• The voice of the customer delivered direct to the board room?

If yes, why not call us for an informal chat…

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