Analyze 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 within 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 within each catchment area, and inform operational decisions.

Customer benefits

• Highly practical local targeting for insights from specific areas, without the constraints of a fixed proprietary panel. 
• A questionnaire focused on key KPIs to optimize response rates and drive the best decisions.
• Enriched methodological knowledge regarding surveys (e.g., optimal hooks and questionnaire types to maximize response rates). 
• Click-through rates exceeding the average, proving relevant targeting and engaging visuals: average click-through rate for Auchan studies was 3.64% (vs. a 0.9% Meta Ads benchmark across all sectors).

Purpose

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