CASE STUDY
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Cancer Research UK
Challenge
To create a Premium Retail brand which resonates with a new growing Conscious Consumer base in order to support the long term objective of defeating Cancer. It’s 2018 and the High Street and Retail at large are in decline. CRUK’s Premium offering has not had a re-design in over 13 years during which it’s ‘Core Offering’ has elevated and there is now little to differentiate it from ‘Premium’. A new Premium Brand was an opportunity to reach a younger demographic of customer, however, we had to ensure we did not alienate the current loyal and valued customer base.
The Opportunity
Our target Conscious Consumer has greater purchase power and are willing to spend more on sustainable products. They are increasingly looking for a more responsible, feel good way to shop. The opportunity for Cancer Research UK? To socialise a Modern, Fashion Focused Retail Brand to this group with the aim of increasing Market Share.
The Idea
To bring the new Premium brand to life, we would redesign the flagship, Marylebone CRUK store as a physical manifestation of the Premium Brand inspiring Shoppers and staff across Cancer Research alike.
Execution: “A moment for me’
We wanted to create a space that customers could take a breath in no matter what was going on in their lives. We wanted their shopping experience to feel like a rewarding moment in their day.
So? We created somewhere that is calm and relaxing. An experience that would reward our loyal customers and reassure a new, younger demographic of customer that ‘we get them’ and that we have the type of product in our Premium Store that they would love to shop.
A modern fashion forward in store marketing campaign completes the new store design, mirroring the experience created by design features and the customer journey by adding a further touch of inspiration whilst showcasing the product. Creative that reflects and connects with the target audiences, garnering customer loyalty, while working to reward and reassure our loyal audience and instilling confidence in the unconverted, dispelling myths of unsavoury scents and tattered rags.
ESE Consultancy Delivered
Research Analysis
Customer Profiling
Retail Strategy
Marketing Strategy
Stakeholder Management
Press Campaign Consultancy
Copy Writing
Product & Merchandising Strategy
Campaign Production - Store Concept, POS, Press, Digital:
Including Lifestyle and Fashion imagery that communicates the CRUK retail brand as an uplifting, fashion aware experience, and that nods to our knowledge of the essence of the type of style type our customers might be, aspire to be, or admire.
Human Insights
‘I may not be able to find something for me’
Our target customer is open to shopping second hand, and specifically to charity shopping, but there are key barriers to them doing this.
The traditional idea of charity shops being messy, old fashioned and haphazard is a deterrent to them coming in store.They worry that they may not find what they are looking for, something that suits their style - ‘I may not be able to find something for me’.
Results
Highest Saturday Sales Revenue ever on Opening Weekend of Marylebone Premium Store
70% increase on average weekend revenue since 2014
Initial data shows that weekly revenue has doubled compared with the previous 12 months
Positive feedback and increased engagement from loyal and new customers
Nominated for Best Charity Shop 2019 (Charity Retail Awards)
