Unlocking category growth opportunities for Britvic

Whilst historically relying on the grocery sector to deliver volume, Britvic had identified the leisure sector as an ideal environment to create richer and more positive associations with its brands. With growing consumer interest in film and leisure activities the cinema environment was an ideal place to start.

The Shopworks team focused on a detailed audit of the current customer journey experience through a combination of retail landscape benchmarking and shopper research.

In order to provide both depth of insight and quantify the opportunity we undertook a combination of quantitative exit interviews and qualitative depth interviews amongst customers of all four cinema chains Cineworld, Empire, Odeon, Vue – across multiple formats and locations.

Our research uncovered remarkable similarities in customer experience across all four chains as well as limited evidence of any meaningful differentiation between each brand in consumers’ minds.

The retail landscape and shopper research studies revealed a significant opportunity for someone to step up and take charge of the total food beverage category offer. Armed with our recommendations Britvic were quick to seize the opportunity and, working collaboratively with a number of brands including Ben Jerry’s, Scandic food and Cadbury, established the one vision for retail excellence programme to deliver total category growth in the leisure sector.