Challenge
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A brand that with a strong brand image revival in recent years in terms
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A recent development of in-house data collection, leading to a desire to better understand customers
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A product dimension at the heart of the brand's strategy, which must be central to the study
The Key Questions
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Which key insights around the customer behavior?
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How is collection performance evolving?
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What are the product's growth drivers?
Approach
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Data harmonization between the different sources
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Analysis of data capture and collection quality
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Determination of customer profiles overall, by segment and according to different product levels, in order to identify differentiated factors
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Study of recruitment and loyalty dynamics within the brand
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Identification of 10-15 key learnings and growth drivers/areas of focus
Results
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Appropriation of the key customer profile indicators by the company's Executive Committee
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A desire to develop this knowledge through more regular performance monitoring, which has led to an automated monthly client reports set-up