CPL Group – Retail Market Positioning & Shopper Experience Study

Client: CPL Group (Stop & Shop, City Pharmacy)

Project Title: Evaluating Retail Positioning and Customer Experience for Strategic Growth

Sector: Retail – Grocery & Pharmacy

Timeline: N/A

Coverage: Nationwide (urban and peri-urban retail branches)

Background

CPL Group, Papua New Guinea’s largest retail and pharmacy conglomerate, operates under the iconic brands Stop & Shop and City Pharmacy. With growing competition in the retail landscape and evolving consumer expectations, CPL aimed to assess its current market position and improve service delivery. IBS Research Centre was commissioned to undertake a comprehensive research project focused on Stop & Shop (SnS) operations, including customer, supplier, and internal stakeholder perspectives.

Research Objectives

• Understand CPL’s positioning in the grocery retail market compared to competitors.
• Assess customer satisfaction and identify areas for improvement.
• Gather feedback from suppliers and internal teams to align operations and service quality.
• Strengthen the brand’s competitive advantage through data-driven insights.

Methodology

A multi-method approach was used to gain a 360-degree understanding of the business:

• Shopper Survey: Focus Group Discussions (qualitative) and structured Questionnaires (quantitative).
• Suppliers Survey: Captured perceptions and partnership dynamics.
• Front-line Staff and Store Observations: Assessed service delivery and in-store experience.
• Managers Survey: Gathered operational insights and strategic feedback.
• Mystery Shopping: Provided an unbiased evaluation of customer experience across outlets.

Key Findings

• CPL maintained strong brand recognition but faced challenges in consistency of service across outlets.
• Customers valued convenience and product variety but expected improvements in store layout and staff responsiveness.
• Supplier relationships were positive overall, though logistical coordination needed enhancement.
• Management teams highlighted the need for targeted training and operational streamlining.

Impact & Outcome

The study helped CPL Group realign its retail strategies by enhancing customer service training, optimizing store layouts, and strengthening supply chain collaboration. Insights from the mystery shopping and staff assessments guided internal process improvements, ultimately supporting CPL’s vision for delivering a superior shopping experience in Papua New Guinea.