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 market image, 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

Key study findings

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

Purpose

This local European study provides Auchan Retail with a precise mapping of its private labels' performance directly adjacent to its points of sale. Armed with this strategic, cross-border data, the retailer can actively drive the evolution of its product offerings, tailor marketing plans by sector (such as organic or early childhood), and optimize the competitiveness of its private labels across each of its key markets.