- Marks & Spencer
THE CHALLENGE:
Despite its success since opening in 1997, Café Revive’s growth rates were flatter than yesterday’s carbonated water.
Marks & Spencer had enjoyed great success with their in-store coffee shop, but even before the café’s performance stalled the retail giant had realized that the café was falling short of meeting the needs and motivations of both existing and new consumers. Yet the company knew that the popular café had huge potential for growth, so when Marks & Spencer decided that it wanted to look at the problem from a fresh, bold perspective, it turned to Synecticsworld.
THE PROCESS:
The Synecticsworld-led senior client team worked to develop a new growth strategy for the Revive brand that was insight-led and clearly differentiated it from the competition. Out of their session, which explored the motivations of core consumers and existing non-consumers, came the revelation that… “50 is the new 30!”
THE RESULTS:
This exciting insight into the lifestyle and mindset of their consumers was shared across the value chain and built firmly into a wide range of initiatives, including store redesign and communications. The re-launch of Café Revive across the UK resulted in its revenues increasing by up to 80%, with average individual transactions increasing by up to thirty-six cents US.
Today, Marks & Spencer’s Café Revive is the third largest coffee chain in the UK (by turnover) and although it owes much of that success to the success of the Synectic-led team, a great deal of the café’s surge in popularity can be attributed to Café Revive’s pioneering efforts on behalf of local coffee and/or tea suppliers in Honduras, Peru, Ethiopia, Sumatra and Tanzania.
