Poundland is the UK’s most successful single-price retailer. It has 575 stores in the UK, with a turnover of £1bn in 2014, and also successfully operates under the Dealz fascia in Ireland and Spain.
Ahead of entry to new the markets, Poundland commissioned Pragma to undertake consumer concept testing of the Dealz proposition, range, and store format among both the Irish and Spanish consumer.
Pragma conducted exploratory qualitative research with consumers to understand the potential for the proposition and range, and to understand its potential positioning in the marketplace. Quantitative research was carried out in target locations to assess the level of appeal and test further elements of the proposition for refinement, before rolling out the store concept in Spain.
Undertook a programme of consumer research in the UK, Irish and Spanish markets, including focus groups in order to understand current shopping behaviour and repertoire; and quantitative concept testing of the Poundland proposition
Detailed competitor analysis of market dynamics to assess the potential market positioning for the Dealz concept
Poundland chief executive Jim McCarthy said its Dealz chain “could be bigger
Based on Pragma’s recommendations on the Dealz proposition and range, Poundland successfully launched Dealz in Ireland, where it now has over 40 stores. Pragma’s work was instrumental in helping the business decide to test the Spanish market, where it opened first Dealz store in Torremolinos in July 2014, and has since opened a total of four stores.