Valuable insights from Spanish budget shoppers

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Zeeman is successful in Spain with over 170 stores. However, the sales of one specific store remained lower than expected - despite the fact that all preconditions seemed right.

The Zeeman team was looking for a way to uncover the hidden causes, with the ultimate goal of boosting sales.
The 5hellos method enabled the team to get direct input from the local target group (budget buyers, families) about this Spanish store in a quick and cost-effective way.

“Quick, nice and clear report with concrete actions we can get started with.” – Teamlead Branding & Campaigns at Zeeman

Research set-up

In two 5hellos sessions, opinions were collected from both Zeeman customers and non-customers about Zeeman's proposition, the store in question and marketing communications.

Each session covered the following aspects:
- Overall assessment and why
- Discussion of likes and dislikes
- Intention to shop at Zeeman and why

Prior to the sessions, participants completed a survey with 5 questions. Our Spanish expert moderator Luisa immersed herself in the answers beforehand, allowing her to zoom in on the relevant topics and insights during the sessions.

Outcomes

In a short and concise report focused on actions, the 5hellos team captured the outcomes. This revealed that the Zeeman offer and price point were interesting, but that barriers were mainly found in awareness, city location and look and feel of the storefront.

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Want to learn more about how 5hellos can help your company? Let's talk.