A holistic global brand health check to fuel the next phase of growth
What we achieved
Need
NeedAs MADE.com was entering its second decade there was a desire to better understand customers and to use consumer insight to fuel growth. With the original USP in online retailing lost, the emphasis for growth was to better understand existing and potential customers. The vision was to put consumer insight at the heart of MADE.
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Approach
ApproachA brand health check was a key first step toward this goal. We were tasked with the primary consumer insight and a small number of stakeholder interviews, consisting of an 8-market quant survey and a 3-market qual exploration phase.
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Outcome
OutcomeCombined with internal and third-party data, new insight helped fuel the next phase of brand vision, strategy and marketing activities:
• Marketing and customer strategy – specifically to inform targeting for customer acquisition and customer retention.
• Segmentation – to refine segmentation and increase knowledge of core segments.
• Brand Positioning – to inform a refresh of the brand strategy and positioning.
• Product Strategy – to feed into customer experience & proposition development.
"It has been an eye-opening exercise. We now have a clear view in our markets of how the brand needs to be perceived to help drive choice."
–
Insights team / MADE.COM
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