Retail

The retail business is cut-throat competitive and facing fragmenting consumer landscape, increased competition and the challenge of managing new sales and distribution channels.

With margins leaving little room for error and an environment of ever changing merchandising, promotions and consumer preference, marketers face significant challenges. Ninah works with leading retailers to address these challenges such as:

  • Optimizing the marketing mix
  • Store strategy and promotional effectiveness
  • Pricing and shopper basket strategy
  • Brand strategy and portfolio management

Case Study Specialty Retailer

Situation

A leading specialty retailer was faced with increased competition, stagnating traffic and declining profitability.

Approach:

Sore and department level analysis was conducted to understand how promotions and advertising were working across the seasonality and departments.

Results

The analysis led to a change in departmental focus to better leverage cross departmental effects as well as a better understanding of marketing levers during promotional and non promotional periods. The implementation of the strategy led to a double digit improvement in growth and significant margin improvement.