The Botanist

The Botanist is a concept like no other with 20 locations across the UK. Customers enjoy an imaginative selection of botanical cocktails, craft beers and ales, Champagne and wine with food and live music offered every night.

The Brief

What can The Botanist learn from customers to futureproof the business? Elliotts were tasked with obtaining a complete understanding of The Botanist’s customer base, including customer segmentation and the development of recommendations to futureproof the business.

Our Approach

Big data approach, obtaining feedback from over 7,000 customers via a dedicated online questionnaire, supplemented by ‘deep-dive’ focus groups to get under the skin of decision-making factors and perceptions of the Botanist customer experience.

The Results

A debrief was delivered to the New World Trading Company’s senior leadership team and investment board. Recommendations by elliotts were accepted and used to inform further rollouts of the brand, including The Botanist’s 2018 Coventry opening.

“Elliotts left no stone unturned, ensuring that this research was informed by a large, robust sample size and in-depth feedback from customers ‘live’; they were a pleasure to work with.”

Stephanie Lloyd | Head of Marketing | New World Trading Co