Research & Insight
Activities: Desk research, venue observation, digital audit, team member interviews, customer interviews
Sourced Market’s growth strategy had been based on initial success; their St. Pancras Station venue – replete with myriad artisan products, available to grab & go in a near-chaotic environment – had led to the opening of 3 further sites across London to a similar model.
However, growth was married with challenges. It became clear that customers were struggling to articulate the offer, in turn limiting memorability and advocacy, and the team were unable to master the breadth of the proposition, arresting engagement, generating stress and prompting high turnover.
An ever-increasing range of products was not selling regularly as a result, compounded by poor wayfinding and signage. Sites exhibited high wastage and customer journeys were stunted due to a paradox of choice and a setup that failed to welcome and direct them.
Upon stepping into the work, we also noted that the application of the brand was inconsistent, based on a 1-page style sheet and no further guidelines. The internal team grappled to prepare print & digital material in a business that required daily updates. Simply, the brand did not have the tools to support the team, and therefore the customer.
The landscape that Sourced Market now occupied had also changed dramatically. Once a sole provider of artisan products, the business now had to compete with supermarkets that could lay claim to supporting similar craft, while 4,000 restaurants had opened in the U.K. in just the last 4 years, and many-an-established-operator was scuffling to survive the effects of click & collect and delivery on both the retail and hospitality sectors.
We segmented the current audience and considered why each would visit Sourced Market should a grab & go, eat-in or retail competitor be available.
This helped us to hone in on what to accentuate and the tone to deliver communication. As ever with an independent operator, outspending the opposition was not an option – we had to find a clear, defensible gap in the market for Sourced Market to transition to, own and reinforce.
We needed to land on a position that could be expressed simply and represent a practical, evolutionary pivot for the business.
This involved creating a series of trade-offs that could support the brand’s commercial goals, aimed at solving:
– How to increase recognition by defining the balance between hospitality and retail
– How to increase footfall and dwell time with wayfinding, signage, digital & print application
– How to provide drive advocacy via greater storytelling opportunities, leveraging the vast number of well-followed, artisan suppliers Sourced Market work with
– How to increase engagement and memorability by simplifying the proposition to the team & guest
– How to limit wastage by guiding the product offer in the vein of the brand’s position in the market
These strategic principles were translated into key messaging that could connect the team & guest and the heritage & future of the brand, then into content themes for the internal team to utilise in consumer communications.
Sourced Market have fought the good fight for a decade, introducing numerous household, artisan suppliers to the market and pioneering a model that is now much-copied. Our work with them has prepared them for the next phase of their growth and, in many ways, repositioned the brand towards the principles that drove its inception.