Castle Howard is one of the UK’s 10 treasure houses and is known as one of Yorkshire’s best-loved tourist attractions, welcoming visitors from across the globe since 1700. Like most of the tourism industry in the UK, Castle Howard was feeling the effects of COVID-19. In order to accelerate economic recovery, they were committed to finding a way to get better customer insights.
The Farm Shop
The Farm Shop at Castle Howard has provided an essential service for local communities during the pandemic. They had a hunch that customers’ motivations had shifted towards shopping local and placing more value on fresh, seasonal, locally sourced produce.
“We were keen to ask customers more about why they choose to shop at Castle Howard, and what they think of the experience.”
Abbi Ollive, Head of Marketing and Sales at Castle Howard
Working with the team at Vypr allowed Castle Howard to establish the following communities:
- Customers who have either visited or are aware of Castle Howard
- Castle Howard members
- Castle Howard Farm Shop shoppers
The Vypr team then ran steers into these communities to understand what they thought of Castle Howard and why they chose to shop at the Castle Howard Farm Shop.
CASTLE HOWARD VIDEO CASE STUDY
The results from the research have allowed Castle Howard to shape their future business plan for retail and events offering.
Abbi says “The outcome of the market research has been widely shared with stakeholders at Caste Howard and has directly influenced this year’s plans for the Farm Shop. It will lead to some follow-up research, as we now know what is possible!”
For a free demonstration on how Vypr could help your business, please contact us today.