Following on to research and recommendations delivered in 2011, Sodexo Defence wanted to evaluate the progress they had made on their offer development in terms of maximising frequency, improving offering and increasing spend per head at British Army bases across the UK.
Consumer research and marketplace analysis was undertaken utilising a combination of qualitative and quantitative techniques including onsite interviews of 350 customers, focus groups across 3 locations, footfall and POS data analysis, in depth stakeholder interviews and accompanied shops at on-site facilities.
As a result of this strategic initiative, Sodexo have witnessed significant sales uplift by adopting a greater retail approach as well as improved service offer. The company also secured an increased contract for services from the Ministry of Defence.
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