Challenge
Harry & David, based in Medford, Oregon and one of the premier gourmet-food and gift companies, desired to augment their traditional retail network with “Country Village” stores in tertiary markets around the country. Harry & David engaged Allegro to perform a demographic analysis to identify the best markets for the “Country Village” concept.
Solution
Allegro worked with Harry & David to develop a process to help identify future national locations for a new retail concept. The process designed was split into two phases. The first phase assessed wine sales laws, competition, and market size. The 262 metro areas that were not filtered out in Phase I were then evaluated in Phase II. Phase II required a robust block group level analysis of key demographics that were representative of the target market for the new retail concept. This demographic analysis assessed age, education attainment levels, and income profiles. There were 45 metro areas that scored in the top half across all three demographic categories as discussed above. These 45 markets were then ranked and sorted using Z scores and separated into clusters defined by regional geography and access to existing Harry & David distribution centers and retail networks.
By engaging Allegro, Harry and David was able to identify the top 45 potential markets around the country that enabled them to operate independent of competition and best suited the target demographic profile of their future retail concept.
