Captivating New Audiences
How Community Insights Drove Retail Profit Growth
Challenge
A national retailer wanted to drive growth by expanding its appeal to new consumer segments in the increasingly competitive retail environment. Successfully targeting these new consumers required a deep understanding of their daily habits, style aspirations, and store preferences.
Solution
Utilizing a full-service Bellomy community, we were able to quickly type the respondents and identify the target segments. Respondents were asked to provide pictures of their daily outfits and create a digital collage of images that reflected their style. Each respondent was also asked to visit a competitive store and then visit the sponsor’s store and provide a detailed comparison. Pictures and videos were collected in all phases.
Results
The panel insights provided the primary guidance for all aspects of the initiative, including merchandise selection to align with identified trends, advertising, and a design for a segment-based store layout. The panel is also being utilized for test store secret shops as the retailer continues to refine the new layout.
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