Shopper Strategy

The retailers that flourish are those that gain real insight into their customers. Pragma's proprietary suite of shopper insight tools help our clients to pinpoint their customers' behaviour and attitudes and to benchmark performance against them.

Our primary product offer is called Pragma 360°. This is a unique mix of primary qualitative and quantitative shopper research, to help you understand what really motivates your customers, and how they behave in the in-store environment. The insight generated will align your business to your customers' needs more efficiently, giving you a distinct competitive edge. Because we really understand what makes retail businesses tick we can help put this insight to work, giving you clear recommendations for implementation.

Pragma offers three key benefits in this area:

1. All our qualitative research is carried out and analysed in-house by Pragma executives. This ensures that every aspect of customer research is fully integrated and that deeper insight is captured

2. We do more Shopper strategy projects than anyone else. This means that we are able to ‘benchmark' your performance by putting it into a competitive context

3. Pragma's Strategy team are very experienced at carrying out Shopper research. Our Head of Strategy, Phil George, has over 30 years' research expertise, gained from both clientside and research providers.


"Absolutely brilliant insight which will be critical for future marketing, operational and buying plans."

Marketing Director, Cotswold Outdoors

“Pragma’s focus groups were the best hour and a half that I have ever spent in one of our stores.”

Card Buying Director, Clintons Cards

Brand strategy 

A retailer's brand is its most valuable asset. Understanding how your brand is perceived by customers, staff and other stakeholders is often the key to unlocking improved business performance.

Pragma believes that a retail brand is fundamentally a promise; a promise to deliver an in-store experience that surpasses your customers' expectations and is aligned to your core retail values. We will work with you to define what your brand stands for, to appraise what your customers think of you, and to pinpoint the customer-centric metrics you need to measure to ensure optimal performance.

We have developed the ‘Pragma ‘Three Ring Model' to help you optimise your brand. This simple but powerful tool will help you to understand the dynamics of your brand, and how it is perceived versus your key competitors.

Some questions that Pragma can help you answer: 

• What does our brand say about us - and how important is this?
• How can we re-position our brand to make it more relevant and differentiated?
• What are our areas of advantage versus competition? Where are our competitive weaknesses?

"Pragma completed an excellent piece of work for us. They were able to provide us with the strategic insights we needed and align the senior team towards our key business priorities.”

Michelle Jennings, Marketing Director, Tragus Group