Case Study: Miss Macaroon

Our Impact

Smrtspace delivered (pro-bono) a full assessment of the retail proposition leading to a range of practical recommendations that were mindful of cost and return on investment. The recommendations are currently being implemented but the expectation is for material uplifts across penetration, conversion, sales, margin and customer satisfaction.

Our Client

Miss Macaroon have harnessed art and science to create some of the most modern, premium macaroons on the market today. Their secret recipe and methodology is scientific in its approach – they are the only patisserie in the world to use a Pantone matching service devised from a system routinely used in artistic industries. The luxury element is delivered via quality ingredients and a Michelin-starred experience.

Our Approach

Miss Macaroon is a social enterprise organisation that sells delicious macaroons both on and offline. The offline business is a retail proposition based in Resort World, Birmingham. We visited the store and helped the management team review a number of key areas with recommendations on how to drive growth. These areas included:

• Customer journey –  route analysis from the train station and into the Resort World complex to optimise brand exposure and awareness
• Store penetration and flow – studied the customer flow inside and outside the store to identify how to drive increased threshold penetration and improved flow within the store including higher dwell time
• Space and layout – evaluation of the store area, how it was configured, zoning and how best to maximise conversion and customer interest
• Fixtures and furniture – assessed the current equipment with advice on practicality, positioning and effectiveness
• Digital – a review of the advertisements being played through Resort World media with feedback on content, speed, rotation and general effectiveness
• Store marketing – a review of all in-store point of sale and customer communication with advice on how to segment product, service and social enterprise storytelling
• Visual merchandising – looking at the current set-up, competition and other retail propositions to inspire alternative merchandising techniques to allow the core product range (macaroons) to really excite and wow the customer