Grocery superstores in Poland: catchment area study
Retail Chain Owner
The owner of a chain of grocery superstores wanted to conduct a study into the territorial coverage of their Polish branches. For this purpose, the company commissioned PMR to conduct consumer interviews in their stores, and to create maps of the territorial coverage of each of the researched stores.
In order to meet our client’s expectations, we conducted a two-phase study.
During the first stage, interviewers completed 18,000 interviews in over 100 branches across Poland, in locations specified by the client. The CAPI and PAPI interviews were conducted with customers both exiting and entering the premises. During each one, respondents were asked to provide information about their place of residence, such as postal code, city and/or street name, and house number. The collected data was used to create a catchment area map for each of the researched establishments.
In the second stage, the interviewers filled out standardized questionnaires describing a given location. This allowed us to gather data on, for example, the surrounding area, store visibility and signposting, and number of parking spaces.
Value for the client
The client received comprehensive information on the flow of customers in the surveyed stores. A visualization of catchment areas will allow the client to identify the areas in which the density of existing customers is the highest, thus enabling the company to improve their marketing efforts. The study also included information on the infrastructure surrounding their stores, and whether it requires improving, so as to boost the levels of their customers’ purchasing comfort.
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