Case Studies...

Allied Lyons Retailing

Allied Lyons Retailing - A new perspective on pub goers

Allied Lyons wanted to increase retail sales by identifying how their pubs could be perceived as a better value leisure activity.

We discovered...

Customers mentally and physically want a pub that is clean, modern and orderly BUT at an emotional level they yearn for pubs run by warm friendly gregarious characters rather than bottom-line oriented employer/managers. Pub goers (frequent or infrequent) are highly auditory. What they hear in a pub is critical to how they assess whether it has a good atmosphere and whether they are having a good time. Pub goers are also people-oriented, like to have activities to do, and prefer to know the pub 'rules'.

The key to a good pub is a good landlord/landlady! Someone who is focused on the enjoyment of others, able to help others express themselves and join in the fun, and of course such a person is usually a good conversationalist too - very auditory!

Our suggested actions:

Bring in good people-oriented, verbally adept staff who are focused on the enjoyment of their customers not just the ding of the till. Make the pubs both relaxing and stimulating with activities that are challenging and fun (like pub quizzes). Create a great atmosphere by paying attention to what customers are hearing in the pub.

"I worked with Di on a 'cue framing' project for UK pubs when I was head of research for what was then Allied Lyons' retail division. This was well over ten years ago and it remains one of those projects that still resonates with me today, as it gave us that rare thing - genuinely new insight into customers' psyche, and their mode of behaviour in our pubs. It wasn't run of the mill research, in fact it was pretty different throughout, but I guess the best testament is that I still think about it and quote it to colleagues today!"

David Martin