Goup of Eight University US fast food company Australian Supermarket Leading retail bank Global food manufacturer Listed fertilizer company Victorian State Government Department of Resources, Energy and Tourism Home Improvement Consumer Products Hardware retail chain Meat and Livestock Australia
 
Challenge
 
This market leading independent chain was at a loss as to how to confront the challenge of a new warehouse competitor.
 
Approach
 
  MARKET RESEACH  
 
Consumer qualitative and quantitative research and shopper surveys was undertaken to track competitor performance.
     
  MARKET ANALYSIS  
 
An international study was undertaken to explore how independents in Europe, UK and USA had survived warehouse competition.
     
  STRATEGY  
 

A focused strategy was developed to differentiate the retail offer and consumer proposition from the warehouse stores.

A multi-tiered retail model was devised.
     

 

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Hardware Hardware
retail chain

The McKINNA Factor

A holistic approach was what made this project successful. McKINNA et al were able to bring together an understanding of:

• shopper behaviour

• interpretation of market research, data, metrics

• global DIY and home improvement trends.