Page 5: Outcomes/evaluation
Wilkinson wanted to know what would inspire students to shop at Wilkinson more and what factors would help to attract non-customers. The research provided significant primary information to analyse the effects of the campaign.
Wilkinson used questionnaires collected from the first year undergraduates to gather qualitative data. In addition, Wilkinson obtained quantitative data from various other sources, including:
- redemption rates how many people used the discount vouchers when buying
- sales analysis how much extra business did the stores handle
- footfall in stores analysis how many extra people went into stores
This information helped Wilkinson to develop its plans for future marketing campaigns.
It identified motivation factors for the student audience which would help to encourage future purchase. Key factors included products being cheaper than competitors and easy access to stores. The layout of the store was another major problem affecting repeat visits. 23% of students questioned gave 'distance from university' as a reason for not regularly visiting the store.
These findings have been taken on board by Wilkinson in its future planning of store locations and layouts.
Researching students' opinions after the campaign showed that:
- awareness of Wilkinson brand had significantly risen from 77% to 95% of those interviewed. This brought it in line with Morrison supermarkets, a key competitor.
- 17% of students who received a goody bag at freshers” fairs used the 15% discount voucher. A further 58% intended to use the voucher. The campaign had either got students to enter the Wilkinson stores or increase their intention to visit the store.
- Of particular importance to Wilkinson was that the campaign had made the company more appealing to 67% of students interviewed. This fulfilled one of the main objectives of the campaign and was reinforced by figures from existing students. Prior to the campaign 13% shopped at Wilkinson at least once a month. After the campaign this had risen to 33%.
The results of interviews with fresher students two months after the campaign shows which of the various marketing tactics Wilkinson used with the students had the greatest impact on their awareness.