Branded food gifting retailer: Unlocking consumer growth through segmentation & commercial strategy

The food gifting market was changing quickly as more shoppers moved online and traditional mall traffic continued to decline. Retailers that relied on seasonal activity and physical store presence were finding it increasingly difficult to reach customers and maintain consistent sales. Our client, whose business depended heavily on holiday pop-up locations, was especially vulnerable to these shifts. At the same time, consumer expectations were rising, with a greater focus on convenience, variety and personalized gifting experiences. To stay competitive, our client needed a clear understanding of emerging customer groups, their needs and the opportunities that could drive growth beyond the holiday season.

Our client did not have a clear view of who their most valuable customers were or how their needs varied across occasions, channels and preferences. Growth was too closely tied to seasonal mall traffic, which limited their ability to expand into new opportunities. Without a grounded understanding of customer attitudes, willingness to pay or preferred purchasing behaviors, the business had no reliable way to prioritize product ranges or focus marketing efforts. They needed a segmentation strategy that revealed which customer groups offered the greatest potential, along with a clear explanation of where the brand had the strongest right to win.

The work revealed $1.8B of accessible opportunities across the highest value customer segments, with 75% of this growth sitting outside our client’s traditional focus areas. This insight shaped a clear growth roadmap that allowed the business to pursue both organic and inorganic expansions and positioned the company to double revenue and profit within five years. In the first year after the engagement, our client achieved strong performance and remained on track to hit ambitious year two targets. The organization now has a far deeper understanding of its customers and a clearer strategy for long-term growth in an evolving retail environment.