• Avalon Produce

    Focus groups, In-depth Interviews, In-store Concepts

The Challenge

Avalon Produce is a successful top fruit business supplying apples and pears to a range of retailers including Tesco. With some of the Tesco pear range underperforming, Avalon Produce wanted to find out why by understanding what consumers and store produce managers think of the fixture and what the right way forward would be.

The Strategy

We conducted six focus groups across the country with a broad sample of pear buyers to get their views on the Tesco pear range and points for improvement. We also conducted a number of in-depth interviews with Tesco Produce Managers to get their perspective on the practicalities of the proposed changes.

Key Services

  • Focus groups
  • In-depth interviews
  • Pricing, ranging and merchandising analysis
  • In-store intercepts

The Results

Using the information gained through these qualitative techniques, as well as our existing commercial expertise, we were able to give some concrete, actionable recommendations on how Tesco could improve their pear sales. The recommendations were accepted by Tesco and are currently being implemented.

HRA delivered a great piece of work both qualitative and quantitative. The conclusions Hamish and the team at HRA came to, coupled with the recommendations, were clear, concise and delivered a strategic plan for the customer to re-shape the category and innovation in the future. I really enjoyed working with the team at HRA would 100% recommend HRA and hope to work with them again soon.

Michael Joyles, Chief Commercial Officer Avalon Produce Limited
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