Kenwood Insight

Client
  • Kenwood
  • Delonghi
Services
  • Shopper Insight, Interviews, Reporting
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Our clients challenge

How does the #1 brand for food preparation appliances and coffee makers in the UK continue to excite, delight and meet the needs of shoppers in an increasingly crowded and competitive retail environment?

In an ongoing effort to maintain their market position, our client wanted to assess the entire shopper journey - from initial research to purchase completion, and turned to Big Group for shopper research that could answer the following questions;

  • What is the role of the store to inspire, influence and support the purchase decision?
  • What are the key triggers and barriers to category participation?
  • How easy is it to shop for our products in the retail environment?
  • How can we improve the retail experiences of our customers?
  • What can we do to help our customers have meaningful and memorable experiences in our retail settings? 

Our Process

To understand the role of the store within the context of the whole customer journey and to get under the skin of the retail shopper, Big Group conducted a series of one hour shop-along interviews with pre-recruited participants, inside retail stores. Participants had either purchased a food preparation appliance or coffee machine in the recent past, or were considering doing so in the immediate future. 

Interviews were structured to answer the specific questions posed by our client.

Our Solutions

Our analysis elicited valuable insight regarding shopper attitudes towards the brand and retail shopping experience. It identified the role of retail on the path to purchase, assessed the current in store journey and identified opportunities for retail improvement. It also highlighted the importance of having knowledgeable, expert retail staff on hand to elevate the shopper experience, drive product trial and exploration and secure sales in store. 

Our work has generated positive feedback from the Kenwood and De’Longhi team, who are using the insight to inform and validate new, shopper-centril retail design solutions for 2019/20.

For more information about this project, please contact us.

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Delonghi Group

Client
  • Kenwood
Services
  • End to End Event Management,
  • Venue Sourcing, Digital Asset Production, World Record Management, 3D Production
  • Installation
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Our client and their challenge

Kenwood, the premium manufacturer of home appliances, approached Big to manage a publicity driven Trade Day to launch their new “Kenwood Can” campaign. Big negotiated, branded and managed the venue and supplied all AV, staging and content filming.
 
The ambition was to set a new Guinness World Record in front of a valued trade audience and with the date fell on Pancake Day, our events team proposed a number of on location activities involving, guess what? Pancakes!  This resulted in achieving a new world record for the longest line of pancakes, beating the previous record of 110m set by Nutella in 2017.

On the day, there were over 100 trade partners invited to Tottenham Hotspur Stadium where Kenwood presented their new ‘Kenwood Can’ brand and latest products.  

Our process

Working closely with our client and the Guinness World Records Team we built a structure large enough for us to create the longest line of pancakes at 130 metres long. This produced a total of 1135 pancakes at 12cm diameter that were positioned on top of the large Kenwood logo structure.

The 100 guests were invited to partake in making pancakes using De’Longhi MultiGrills, Kenwood Chef food mixers and Braun Hand Blenders.

As part of the day and following presentations from the Kenwood team, 2 Michelin Star Chef Raymond Blanc OBE was invited to cook a 3 course meal for all guests and he also showed us how to make the perfect Soufflé.

Our Solutions

As a result we were able to assist Kenwood in achieving a new Guinness World Record at the Tottenham Hotspur Stadium for the longest line of pancakes! Kenwood also successfully launched their new campaign ‘Kenwood Can’ to their trade partners.

Here are some social media stats:

  • Raymond Blanc Instagram stories 38,400 views
  • GWR & Kenwood Facebook Live streams: 174,000 and 67,000, combined total of 241,000 views
  • THFC stadium: Instagram: 13,000 views

A number of social media influencer were invited to the day with a combined social reach of 252,965 views.

For more information about this project, please contact us

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