The challenge

Our client suppliers builders, joiners and shop fitters with a range of products. We have undertaken a number of pieces of research on behalf of this client. They also have a strong mail order business, but felt that this has changed significantly in recent years, particularly as buyers get younger. As a result, they identified the need to revisit the market’s experiences of mail order and to generate new propositions that would improve customer loyalty and share of wallet, plus bring in new customers.


Our approach

We conducted five focus groups with customers and prospects across a range of tradespeople to understand attitudes towards and experiences of purchasing online/mail order, satisfaction and frustrations with our client and their mail order/online offer and explored what the ideal mail order/ online process would be and how our client’s offer could be improved.


The outcome

Our research identified five clear insights which helped our client to shape their offer moving forward. We did find that purchasing in this way was increasing in popularity but common frustrations still prevailed (customers wanted the basics to be right). We provided an action plan to help our client with the redevelopment of its proposition.