Identifying Buyer Segmentation for a Consumer Product
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.
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.