Relationship Background
Launchpad has a long-standing relationship with Greggs, having worked with them on a variety of projects over the past 12 years. Greggs is a Northeast institution, founded over 80 years ago by John Gregg, with the first ever store ‘Greggs of Gosforth’ opening a few miles down the road from Launchpad offices. We are fortunate to include Greggs as part of our client base and are very proud to continue to work and support them in their continued growth across the UK. Here is a recent example of a study we have conducted recently for Greggs.
The Challenge
Greggs launched a new flagship store, as a pilot prior to rolling out across their estate. Research was essential in evaluating customer reactions, the impact on customer journeys, brand impressions, and identifying any areas for change/modification, prior to the roll-out of the new style stores. Three months following the 1st round of research, a further phase was essential to understand how customers felt about the store after repeat visits and why they are returning, how has it impacted on their use of the store and to identify any issues to address.
The Solution
Our approach was twofold, across both phases:
- Customers were pre-recruited to attend onsite depth interviews that took place within the café area, facilitating optimal opportunity to focus on the new look and feel of the area. Customers also replicated a shopping journey prior to the interviews to ensure we captured all elements of the customer experience
- A series of exit interviews were conducted to add robustness to the outcome
The Outcome
We delivered rich learnings to Greggs, including key success areas, how the new style store impacts on brand perceptions, potential risks and areas requiring modification in the short and longer terms.
The research has enabled Greggs to confidently progress the rollout of new style stores and we are further partnering with them to assist with customer feedback ongoing.
