Case Study

Premier Tax Free

Understanding clients and shoppers at home and abroad

Case Study 1: Understanding Customers

THE CHALLENGE

Premier Tax Free (PTF) asked KAM Media to help them understand a wide range of customers opinions on their services. They wanted to uncover areas of concern and capitalise on areas of strength and to create a forum in which PTF can gain honest feedback from key clients and identify actionable insight.

OUR APPROACH

We conducted in depth executive meetings to identify and refine the PTF brief and objective and created a number of discussion guides to work across a range of customers with different requirements and histories. KAM Media held a full day of one on one interviews, all observed by PTF team.

THE OUTCOME

We provided fully documented interview outputs from each session, (including McQueen, Gucci, Boots, Superdry and Hugo Boss) and gave actionable recommendations provided for each client.

Case Study 2: Investigating the Behaviours of Shoppers From Abroad

THE CHALLENGE

Fintrax/Premier Tax Free (PTF) had an urgent need to understand shoppers from abroad- specifically in India, China and the US.

OUR APPROACH

KAM Media spoke to a robust sample of Chinese shoppers, to understand their plans to travel, and their shopping behaviours once in the UK. We also spoke to Chinese shoppers who had already travelled to ask them about their experience - what they bought, what they didn’t buy, how much they spent and on what, what would have made their experience better, what parts of the experience stood out.

We coordinated several fieldwork agencies all contributing in different languages and then managed the translation and delivery of all results.

THE OUTCOME

Fintrax/PTF used the insight to create targeted campaigns specifically for those shoppers- they also shared this information with their clients (Chanel, Calvin Klein etc) to offer added value and to help with joint business planning.

“Katy’s care towards the  people she interviewed made them feel at ease immediately and she was able to quickly sculpture questions that captured important information that we needed to hear. She is professional, light hearted and gave our clients a true sense of being listened to and gave us the outcome we were expecting. I would definitely recommend Katy and her team!”

Premier Tax Free