Analyze the consumption practices around Auchan hypermarkets

Objective

To better understand the consumption practices of customers and non-customers around Auchan hypermarkets.

Target

Residents by catchment area of Auchan hypermarkets.

Need

To gather local insights, survey residents of each catchment area, and inform operational decisions.

Methodology

• Target: 500 residents per catchment area of Auchan hypermarkets
• Geographical scope: France
• Field duration: 5 days
• Recruitment: Social media
• Survey methodology: Quantitative study

Customer need

The goal is to better understand the consumption practices of customers and non-customers around Auchan hypermarkets. The brand needed a quick and reliable system to gather local insights, survey residents of each catchment area, and inform operational decisions.

Customer benefits

• A very practical local targeting for insights from specific areas without the constraints of a fixed proprietary panel.
• A questionnaire focused on key KPIs to optimize return rates and make the best decisions.
• An enrichment of methodological knowledge about surveys (e.g., type of hook, type of questionnaire that allows for optimizing return rates).
• Click rates exceeding the average, proof of relevant targeting and engaging visuals: average click rate for Auchan studies 3.64% (vs 0.9% Meta Ads across all sectors).

Purpose

The results of these local surveys help Auchan manage its hypermarkets more effectively, relying on a fine understanding of the needs of residents in each area. The brand benefits from an agile and replicable tool, enhancing operational decision-making and continuous improvement of the customer experience.