Solution

We conducted a comprehensive multi-layered research project.
Through several focus groups, we gathered current and former customers as well as people who shop from competitors. We explored their shopping experience, what matters most when choosing a store, and which emotions the brand triggers.
More than 300 in-depth interviews allowed us to map the customer journey in detail — from the moment a need arises to the purchase — identifying pain points and moments of satisfaction along the way.
Our researchers carried out 50 mystery shopping visits to both the client’s stores and competitors. They evaluated the experience from the perspective of ordinary shoppers: service quality, assortment, store atmosphere, and consultations.
The key insight revealed a dramatic shift in the target audience. Instead of families aged 35–50 — the group the chain traditionally focused on — the primary buyers were now young professionals aged 25–35 with completely different expectations: fast service, modern store design, the ability to order online and pick up in-store, and interest in smart-home devices.
Based on these findings, we developed detailed recommendations for rebranding, assortment renewal (including adding premium and smart-device categories), and a new communication strategy. We also proposed new service offerings such as two-hour delivery and online consultations.