Key Ingredients for Successful Groups

1. FSP RETAIL BUSINESS CONSULTANTS
Focus Groups

2. Key ingredients for successful groups
Focused recruitment
Pre agreed topic guide with sufficient time to explore themes
Good quality stimulus material
Professional moderator
Interactive groups – collage boards/working in groups
Detailed analysis
Output can be used to
Explore perceptions of the current shopping experience
Identify issues that affect the shopping experience
Inform branding decisions
Set marketing tone
Inform tenant mix decisions
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS2

3. Collage boards reflect current situation
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS3
Concrete city Ring road
The band stand
Family stuff to do –
swimming, the Look Out
Hardly alive (skeleton)
Peaceful place to live
Alive on outskirts (greenery)
dead in middle

4. Collage boards represent future vision
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS4
Nice restaurants
Fashionable, trendy
Safe
Culture
Good shops
Happy
Our sort of people
Farmers’ market
A place to escape to
Business people
Greenery

5. Collage boards describe competition
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS5
Variety
Fashion
Clean & bright,
colourful
Food & flowers

6. Maps drawn to show areas of usage
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS6
The actual shopping centre with
Bentalls in is very small
(Young-family AB)

7. Powerful Quotes
Positives
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS7
Negatives
It just has the
feeling of doom
about it
My only concern is that the cheaper,
nastier shops tend to be near
Sainsbury’s and I wonder if it’s going
to become fragmented
I like the way it’s arched
– like you’re going on to
something new. The arch
is symbolic (invitation).
It gives me the feeling of
being welcome and is now a
place you can spend the day,
have lunch
Aberdeen is a big city. It
should be catering for bigger
things
I like to go to Dundee for the simple reason of
crossing the road and the buses in Aberdeen

8. Powerful Quotes
Perceptive
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS8
Suggestions
I’m hoping they keep it green and not
just concrete everywhere . . .
More focus on restaurants and cafes . .
. More shops and eating al-fresco type
areas
Another reason we go to
Camberley is the Magic
Castle for soft play, then I
get less resistance when I
go round the shops
What would make you feel safe? The
lighting at night. My children are going to
want to go there and if you feel a presence
of security and see CC TV
You need to change the
name – give it a name . . .
Yes, because it’s been a
dump. It can’t be Princess
Square
It’s incubated which is part of the climate of
Aberdeen. It’s cold so you have to spend a lot of
time indoors. Different social groups form. It’s
not segregated and it’s friendly once you get in
there but it’s finding where you want to get in -
that can be daunting

9. Tenant Types – sorted by respondents
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS9
High street
brands (Y)
High end
labels (Y)
Boutiques
(Y)
Department
stores (Y)
Boutique-y,
different (P)
Younger
family =
(Y)
Post
family2
= (P)

10. Tenant Type examples
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS10
Bookshops
(P)
Gifts (Y)
Home (Y)
Traditional
jewellery
(Y)
Family (Y)
Essentials,
everyday
things you
need (P)
Shoes (P)

11. Focus on Specifics – Department store
A great fondness for Bentalls, a special place in the
hearts of Bracknell shoppers
Bentalls rarity makes it especially valued
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS11
The presence of Bentalls is a key influence on choice
of Bracknell as a shopping destination
Shoppers value the taste Bentalls provides of the
range/choice (especially fashion) they head to other
centres for
Appeals across the board
Miss Selfridge, French Connection for, typically,
younger on a more limited budget
Karen Millen, Ted Baker, Reiss for, typically, more
mature with a higher clothes budget
It’s quite an exclusive thing
Bentalls, we feel quite privileged
(Young-family C1)
I would go straight to
Bentalls for clothes, that’s
the place where you start to
get the variety you would
have in Reading but not to
the extreme of Reading
(Pre-family C1 female)
Next one is over in Kingston, so
you have to go a long way to find
another Bentalls whereas you
don’t have that far to go to find
another Marks or Debs
(Young-family C1)

12. May 9, 2016
FSP RETAIL BUSINESS CONSULTANTS
Proposal

13. Previous research will inform group composition
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS13
Lifestage Affluent Achievers Rising Prosperity Comfortable Communities
Pre-Family Group 1 Male/Female Group 2 Female
Family – young children Group 3 Female
Family – older children Group 4 Female
Post-Family Group 5 Male/Female Group 6 Female

14. Methodology
Recruitment Screener
Ideally groups comprise a mix of frequent and infrequent users to maximise debate. Other
screening aspects might be working/non-working and use of competing locations. A
detailed screener will be agreed with the team
Discussion Guide
FSP will prepare (and agree with the team) a topic guide which will detail the key areas for
discussion. Initial ideas for the headline topic guide include:
Usage of the town & its distinct shopping areas including XXX, YYY and ZZZ – XXX
Centre market positioning
Usage of competing locations and the town’s position in the local retail hierarchy
Strengths and Weaknesses of competing locations/shopping centres
Reasons for using/not using the Centre
Suggestions on retail mix/occupier/leisure improvements
Success or otherwise of the existing department store as an ‘anchor’
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS14

15. Output
PowerPoint report and presentation to the team including:
Detailed analysis
Quotes
Collage boards and other group outputs
Recommendations
May 9, 2016 FSP RETAIL BUSINESS CONSULTANTS15

16. FSP RETAIL BUSINESS
CONSULTANTS
19 Manor Courtyard
Hughenden Avenue
High Wycombe
UK, HP13 5RE
T +44(0)1494 474740
F +44(0)1494 474262
fspretail@fspretail.com
www.fspretail.com
www.snap-shop.co.uk
Sam Fox
Senior Consultant
T+44(0)1494 474740
M+44(0)7584 660665
F+44(0)1494 474262
Sam@fspretail.com
Andrew McVicker
Sales Director
T+44(0)1494 474740
M+44(0)7557 373129
F+44(0)1494 474262
Andrew@fspretail.com
Melanie Marriott
Junior Consultant
T+44(0)1494 474740
M+44(0)7495 542284
F+44(0)1494 474262
Melanie@fspretail.com