The quest to generate motivating and differentiating brand values to drive customer acquisition and retention led the a leading European retailer to Nunwood’s Brand Sword programme.
The impact on strategic direction has been significant and is about to embark upon a national campaign to revitalise brand image and drive people into store.
The Global Insight, Consulting and Market Analytics divisions at Nunwood teamed up to consumer research that incorporated the views of Board Directors, head office staff from across all departments as well as store managers and customer facing staff throughout the Estate.
A combination of depths, workshops and mini-groups has ensured all those who want input into the future direction of this business has the chance to do so.
These insights were fed into a qualitative stage of ‘Brandography Workshops’ with various customer segments (which Nunwood helped identify), as well as non customers and lapsed customers.
Quantitative research (with customers and non-customers) coupled with Correspondence and Drivers analysis then provides the clear direction as the way forward for the brand and the strategy.
The access we have to the Board of this retailer means that these research insights are translated directly into action, and our recommendations feature prominently within the proceeding year’s Marketing Plan.
These insights and plans are also presented back internally to all interested parties – attendance at recent sessions has been in the hundreds.
The strategic relationship we have with this client adds further weight to the more tactical and targeted projects which are necessary within retail (e.g. gaining feedback on creative designs).
