Case Study: Retail: Market Opportunity & Innovation

1. 1© Rekhaprocity Labs | Case studies
2020 foresight and strategic guidance for retail innovation
A leading
specialty retail
chain
Situation
Our client, the leader in its category, was facing declining discretionary spending, changing
consumer dynamics and fierce competition from omnichannel and pure online retailers. It
needed to introduce innovations that would ensure its relevance in the market of the future.
Approach
We used our Innovation Roadmap to develop a target market, clear strategic direction and
a compelling positioning that would help the retail chain with a new approach. Our three-
phase process included the following:
 Discovery: online immersive ethnographic research, shopper analysis and tipping point
analysis
 Market opportunity assessment: category forecasting including emerging categories,
segmentation linked to consumer demand projections, and positioning development and
validation
 Impact and activation: We used the retailer’s database to classify customers and
leveraged our audience measurement data to develop a media buying plan for new
target consumers. We also provided collateral for sharing the new strategy across the
organization and aligning all of the client’s groups and departments behind it.
Outcome
Our target analysis, positioning insights and recommendations empowered the client to
drive disruptive retail innovation in its category. The work will shape and inspire the
retailer's strategy over the next year and beyond.
Retail | Market Opportunity and Innovation
“Everything we do is now informed by
your efforts – truly transformational for
our company.”
Client’s chief marketing officer