Insights to guide Canterbury’s global strategy

A need for change

As a leading rugby specialist brand, Canterbury wanted to build a sustainable growth platform in its established markets of UK, Ireland, Australia and New Zealand. They required customer feedback at the core of their strategy to engage retail partners; insight that would unpick shopping habits and preferences and how Canterbury compares to rivals.

Real customer closeness

We worked with Canterbury to ensure that the customer voice would truly be heard in the boardroom. We conducted quantitative surveys, focus groups, shopper intercepts and competitor store visits in 4 countries around the world. This revealed key purchase barriers and triggers, helped us understand shoppers’ path to purchase, and equipped Canterbury with clear next steps forward.

Results that made a difference

The outputs became central to the brand’s global plan. As a result of the research, the business is exploring ideas to enhance the shopping experience within the category and build stronger bonds with key retail partners.


Founded in New Zealand in 1904. Now part of Pentland Group

Feelings-focused segmentation
Award-winning CX