Challenge
Flagging sales and a disruptive marketplace compelled this retailer to take a closer look at its core consumer to uncover new growth.
Approach
Applying Kantar’s MindBase® analysis on current consumers revealed different segments, fresh insights about the retailer's core customer, and a new cohort for which the brand could evolve their product offer.
Insight
A deep understanding of the attitudes and motivations of each target segment informed strategic changes across multiple channels, including retail sites, online and catalogue sales.
Impact
As a result of an attitudinally enhanced marketing and communication strategy, retail sites achieved a 20-25% increase in sales and a 12% increase in profitability. Furthermore, improved email offerings yielded a 12% higher response rate, while a new creative design attracted a new, younger buyer representative of the core consumer.