Major Projects:Competing for market share in the UK on-line grocery industry

Situation: Major high street grocery firm battling for market share through traditional marketing channels needed to decide on their approach to on-line grocery shopping.

Mission: Provide insights into how the Internet shopping context may modify customer preference structures and relating these modifications to customer loyalty behaviours. This project included segmentation of multi-channel shopping preferences.

Methods: Study included in-depth customer interviews and quantitative methods included choice-based conjoint and structural equation modeling.

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