Putting Sydney’s Paddy’s Market on the map

Paddy’s Markets needed a makeover to resonate with the evolving Sydney precinct of Darling Harbour. Through careful segmentation and targeted recruitment that reflected the area’s demographics, PLAY identified critical changes that needed to be made in order to position the market as a weekly shopping destination. From easy wins to strategic overhauls, the recommendations were a hit and many have already been implemented.

challenge

In the last few years, the Sydney precinct of Darling Harbour and the area surrounding Sydney’s famous Paddy’s Markets have been undergoing significant change - both demographic and geographic.

Sydney Markets wanted to evolve Paddy’s Market; positioning it as an essential go-to weekly destination for shopping, located in the heart of the city.

PLAY was engaged to help Sydney markets determine how best to achieve this, considering the rich demographic mix of shoppers in the area.

solution

PLAY ran online qualitative research for a group of specially sourced respondents, reflective of two key new demographics that Sydney Markets saw moving into the relevant city areas.

Respondents were tasked with shopping trips and tasks over a period of two weeks. We deep dived into their habits, behaviours, and preferences, and analysed this through the lens of global market trends.

Respondents also had the chance to review a range of designs and new services, and add feedback as well as co-create.

result

The project resulted in clear recommendations of critical ‘must dos’ in order to create a market for the future; changes that would be appealing enough to make Paddy's a weekly shopping destination and embed the market in the heart of the community.

Outputs varied from the easy to execute (e.g. new product range recommendations - which have already been implemented), to larger, more strategic plays to ensure Paddy's can continue to compete and grow in a rapidly changing, complex environment.

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