Getting the segmentations and insight to deliver value at a Global Home & Furniture retailer. Who are the many people? How do we reach all by understanding that they are different?
Challenge:
Over time lost customer centricity in product development and product marketing A need for a more insight driven strategy and development process Wide range of insight sources including segmentations. But diverse and limited actionability
Approach:
Close the gap between the commercial teams and the insight community by; creating shared understanding of the real business challenges in each target segment changing perspective from segmentation rollout to customer centric transformation Setting up an insight and segmentation framework – “one source of insight” Revise current strategy and development process Program and process tailored to client capacity and resources.
