Our work

Unlocking category growth opportunities for Britvic

Britvic cinema shopper research

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.

Client: Britvic

Location: UK

12% retailer sales growth

“Many agencies can research and deliver thorough findings. However, it takes real skills and expertise to deliver powerful insights hidden behind the complicated charts and stats. Shopworks’ ability to understand the consumer behaviour and most importantly, its commercial implications for the retail industry are truly best in class. Shopworks findings and creative recommendations exceeded Britvic’s expectations on many expectations and made lasting impressions on customers. Implementing Shopworks recommendations generated double digit sales growth for the retailers and dramatically improved our relationships with leading cinema operators. We will be using Shopworks for many future projects.”

Kamila Sitwell, Insight Manager – FMCG, Britvic soft drinks