Case Studies
Fashion and Apparel Industry, Frequent Shopper Identification and Growth Strategy
Situation
A leading fashion and apparel retailer, dominating its market segment, had reached a critical juncture in its growth trajectory. Having maximized expansion through new store openings and product line diversification, the company faced the challenge of sustaining growth within its existing operational framework. The retailer engaged MCAworks with a specific mandate: to identify and develop strategies for increasing same-store sales without altering the brand identity, expanding into new product categories, or opening additional locations. This directive necessitated a focused approach to optimize performance within the current store network, leveraging existing assets and market presence to drive revenue growth in an increasingly competitive retail landscape.
Our Approach
MCAworks conducted comprehensive qualitative and quantitative research to identify high-value customer segments and their key motivators. Employing advanced analytical techniques such as discriminant analysis, factor analysis, and conjoint analysis, the team developed insights into customer behavior. This data informed a targeted positioning strategy focusing on frequent, high-value shoppers. The resulting approach included tailored promotional plans and specific guidance for the advertising agency, aiming to optimize engagement and increase same-store sales within the existing customer base.
Results
The resulting positioning, promotions, and advertising resulted in a record year and a doubling of same-store sales.