White paper – consumer research
Dunnhumby is a leading global customer science company, providing research and analytical services to some of the world's largest businesses. Owned by Tesco plc, the company is known for having created the Tesco Clubcard which marked a step change in the consumer data analytics industry. Dunnhumby asked us to author a white paper/ebook about the shift in consumer convenience shopping behaviour based on the company's original research, ensuring the study's findings were encapsulated in a robust and engaging narrative.
The study was aimed at retail executives globally and highlighted that convenience shopping was much more than a question of store format. There has been a fundamental shift in consumer behaviour toward small-basket shopping and that large-box supermarket formats needed to acknowledge the needs of shoppers who entered their stores for only a limited number of items. On the other hand, so-called convenience stores needed to optimise their offering to ensure the customer experience fully met their expectations for speed, efficiency and stock availability.