B2B and B2C Barriers to Shop
Utilizing insight techniques to help a B2B company focus its retail marketing position and increase B2C sales
A successful B2B business wanted to develop a fresh strategy to increase its B2C store sales by establishing a competitive advantage.
We used three insight techniques to develop a new strategy:
- A category communications audit pointed out inconsistencies and competitive best practices.
- Regional trials were conducted among loyalists and trier/non-loyalists to identify barriers to shopping.
- A quantitative brand assessment was conducted among the target market to prioritize consumer segments to target and identify optimum positioning for the brand.
By identifying what the brand lacked in terms of customer consideration, the management team was able to focus communications on a brand position that is attractive to more customers.Download Case Study