The great thing about working at W5 is that we get to work across a wide array of different markets and categories. One that is particularly close to my heart is shoes and I was lucky enough to work with a shoe retailer on one of my favorite types of studies, segmentation. Talk about a win-win for me!
We pride ourselves on creating actionable segmentation solutions and do so using robust and custom surveys that provide as much information as possible about these consumers. We had a great solution come of this study that provided insights for both the agency and the retailer. It helped the agency discover what worked well and what could be improved in their marketing and advertising efforts and provided information to the retailer about the shopping experience at their stores and how it could be improved even further.
We also had the opportunity to connect with these consumers further through qualitative online discussion boards and shop-alongs and a periodic tracker which provides insights as to how these consumers grow and change over time to help the client stay up-to-date in the marketplace.
SEGMENTATION OF CUSTOMERS IN THE SHOE RETAIL MARKET CASE STUDY
A national shoe retailer and its agency felt that its existing, dated consumer segmentation failed to establish a complete understanding of the marketplace, particularly in underrepresenting the racial/ethnic skew the client sees in stores. W5 conducted a new custom segmentation to establish a fresh view of the client’s customer base, including appropriate representation across demographics.
W5 conducted a multi-perspective segmentation study to discern consumer clusters defined primarily by their shopping attitudes, category behaviors, and underlying and motivating psychographics. Segments were analyzed through varied lenses and then also profiled by specific category behaviors and demographics.
W5 identified five actionable consumer segments, including two that represented relatively high economic value for the client, ripe for near-term strategic marketing. The custom research design also enabled an analysis of client and competitor brand perceptions by segment, focused on the shoe retail, department store, and big box channels. The learning around distinct consumer segments’ perceptions and needs highlighted opportunities for strategic communications, but also further exploration. The study was followed by a deep-dive examination of key segments’ brand behaviors and opinions, and periodic tracking research conducted in concert with new advertising efforts.
Spotlight is a special feature of the W5 Blog showcasing W5 consultants’ approach to designing marketing research studies, creating engaging deliverables, and informing strategy. For more information on W5′s approach to qualitative or quantitative research contact: projects@W5insight.com.