Challenge
1 —
Strong growth with numerous store openings in France and Europe
2 —
Diversification of the product offering with home furnishings and the roll-out of online sales
3 —
A perception that the value/price or quality/price ratio is weaker than the competition, which now seems to be holding back the brand's growth
The Key Questions
1 —
Is this perception real, and if so, to what extent?
2 —
What are the potential or actual causes and origins?
3 —
What plan should be implemented to improve this perception and gain market share?
Approach
1 —
Store check to understand the product mix of this brand and its main competitors
2 —
Qualitative study to reveal the perceived image of the brand and its competitors, as well as segmenting attitudes to the purchase of home furnishings
3 —
Quantitative study to assess the importance of different customer segments in terms of their expectations and attitudes
Results
1 —
A factual, quantified assessment of the brand's positioning vis-à-vis competitors, on key products and categories
2 —
A detailed understanding of the different customer segments & prospects, and the potential (''rowth pockets'') still available to the brand
3 —
A comprehensive marketing, communications, CRM and retail action plan to implement this new positioning
At the heart of the subject
Long-term support to implement the recommendations made in phase 1.
