Menkind Customer Insight
About the brand
Menkind sells original gifts and gadgets for men. Founded in 2001, the retailer’s mission is to provide a wide and interesting choice of men’s gifts for the man who has everything. Now with 30 stores across the UK and a thriving online business, the company also operates pop-up stores at peak trading times.
The Challenge/Task
Menkind approached Pragma, the leading retail property consultant, to help support product development and business growth through a new store location strategy.
“We were aware of Pragma’s work on shopping centres and also as a liaison between landlords and retailers. We wanted to build on our understanding of the Menkind customer profile and buying habits.”
WHAT WE DID
Carried out over 2,000 interviews in six Menkind stores. Stores were chosen to cover a wide geographical spread
The research explored reasons for visiting Menkind stores, the conversion of purchases in-store and who these were for, as well as why customers didn’t make in-store purchases. Pragma also tapped into customer awareness of the brand’s online offer.
Identified target customer hotspots in the UK suitable for potential store locations.
The Result
Pragma’s findings revealed the huge opportunity presented by female shoppers to Menkind.
As Paul Kaufman comments, “Having this defined view of our customer really means we can develop a product strategy that responds to their preferences and needs. It’s vital that we demonstrate how well we understand our customer through our product range so we will be building this into our strategy.”