Concept Testing

About the brand

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.

About Poundland
Challenges for Poundland

The Challenge/Task

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.

What We Did

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” in Europe than its sister chain in the UK

Poundland Results

The Result

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.

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