Challenge:

An athletic apparel company wanted to segment current buyers - identifying customer personas based on key demographics, product usage, attitudinal product and lifestyle statements.

Solution:

To determine buyer segmentation, we designed an online survey for current athletic apparel purchasers of our client’s brand as well as competitive brands.

Identifying Buyer Segmentation for a Consumer Product

Result:

In addition to providing current customer segmentation, we were able to identify key reasons for brand retention:

  • Brand strengths compared to competitive products

  • Consumer's expectations for product price, style, longevity and features

Understanding consumers who purchased competitive brand products, we provided areas of opportunity for brand growth:

  • Improved communication on product – including feature benefits, sizing and price

  • Additional opportunities to alleviate potential customer fears with trying the product

Benefits

With clearly defined customer segments, our client was able:

  • Improve customer retention efforts and turn their current customers into advocates for the brand

  • Grow their customer base by removing customer concerns for trying a new apparel brand

  • Refine their marketing and retarget their advertising plans to connect with their customers

Making the investment in research provided the marketing & product development team with the Unmuted Consumer Insights – identifying loyal consumers, brand strengths, and growth opportunities.

Identifying Buyer Segmentation for a Consumer Product