A well-known brand in the wellness and cosmetics industry in the province of Rome asked us at CA.ST GROUP to carry out a feasibility study for analysing the validity of the location chosen to open a new traditional perfumery and to survey the actual interest and expectations of inhabitants regarding the opening of a new shop.
The feasibility study consisted of 5 steps:
- Street survey with interviews of passers-by
- Online survey on Facebook
- Analysis of local competitors through Mystery Shopping activities
- Geomarketing study to analyse the location
- Study of the socioeconomic situation in the area of the new shop
Below we report the actions that were carried out for each step of the survey, which allowed us to define the critical points and opportunities for the opening of the new shop.
STREET SURVEY – objectives:
- Analysis of purchasing habits in the perfumery sector (locally and generally)
- Type of shops frequented
- Study of the degree of interest in going to a new traditional perfumery
- Identification of needs concerning the presence of individual categories of products in the assortment, with particular attention to the male target
- Identification of expectations regarding a traditional perfumery
- Study of the average monthly expenditure on perfumery and body care products
- Analysis of the possible interest in the provision of beauty treatments inside the perfumery
- Identification of customer loyalty aspects
ONLINE SURVEY ON FACEBOOK – objectives:
- Analysis of purchasing habits in the perfumery sector (locally and generally)
- Detection of the degree of interest in frequenting a new traditional perfumery
- Identification of expectations regarding a traditional perfumery
- Study of the average monthly expenditure on perfume, cosmetics and body care products
- Identification of customer loyalty aspects
ANALYSIS OF LOCAL COMPETITORS, through the MYSTERY SHOPPING service – objectives:
- Mapping of competitors in the area
- Detection of competitors’ assortment of products
- Identification of any services offered
- Evaluation of the environment of individual shops
- Evaluation of professionalism and kindness of the sales staff
- Perception of value for money
- Evaluation of the target group that frequents the individual shops
- Study of the surface areas
- General impression
GEOMARKETING STUDY – objectives:
- Type of area, main road, secondary road
- Presence of pedestrian areas
- Presence of parking areas in the vicinity
- Visibility of the location
- Proximity to other attractive businesses in the area
IDENTIFICATION OF THE SOCIOECONOMIC SITUATION OF THE AREA – objectives:
- Division of population by age group
- Division of population by taxable income
- Comparison of regional and national data averages relating to the specific area
Some of the data emerging from the survey ….
- 27.5% of respondents indicated that great price was the main reason for their purchases
- More than half of those interviewed (73%) would like to see a traditional perfumery open in the area
- The most popular type of products are perfumes (40%)
- The importance of a men’s department in a traditional perfumery is low
- Half of those interviewed spend on average between € 26 and € 50 per month.