Measure the performance of Auchan's private labels in its trading areas in Europe

Auchan Retail surveyed 1,300 people to measure the performance of its private labels in its trade areas across Europe.

Customer need

Auchan Retail wanted to grow its private labels and track their performance on a European scale. The goal of the study was to accurately measure the awareness of these brands, assess their image in the market, and clearly define their brand territories against the competition.

Methodology

• Target: 1,300 respondents
• Geographical scope: Europe (France, Spain, Portugal, Hungary, Poland, and Romania)
• Recruitment: Social media
• Survey methodology: Quantitative study

Findings from the study

• Authentic insights gathered from niche targets (buyers of Auchan brands), on a scale that is both multi-country and multilocalized (close to the trade areas in 6 European countries).
• Precise feedback analyzing the awareness and image of the retailer's private labels across different specific sectors (such as organic food or early childhood).
• Rapid results obtained through an agile methodology, allowing for adjustments during the fieldwork and launching data collection boosts on specific respondent profiles.
• An excellent level of engagement from residents of the trade areas within the 6 studied countries.

Purpose

This local European study provides Auchan Retail with a precise mapping of the performance of its private label brands close to its points of sale. With this strategic cross-border data, the retailer can drive the evolution of its offering, adjust its marketing plans by sector (organic, childhood), and optimize the competitiveness of its private labels in each of its key markets.