Case Study: Market Assessment

IDENTIFYING PRODUCT AND MARKET GROWTH OPPORTUNITIES OF A NEW PRODUCT EXTENSION

The Situation
A well-established retailer had recently developed and launched an online shop as an extension of the business, and was keen to understand the perceptions and needs of existing online shop users, as well as the potential market for broader growth. Key objectives and outcomes of the study were to identify priority targets and key communication strategies to drive both customer growth and engagement.

Our Approach
AOR developed a comprehensive research program, within a tight budget, which included both qualitative and quantitative research, and a mix of online and telephone interviews to achieve representation of both the general population and key target segments. Focus of the research was to understand awareness and usage of the brand and the new online shop, gauge consideration broadly and among specific segment, and identify key customer needs in product range, experience and positioning.

The Result
AOR was able to identify the broader potential customer base for the online shop, and provide strategic guidance on key communications strategies, opportunities to optimise the user experience, and strategies for ongoing engagement. AOR’s guidance on key communications strategies included identification of specific communication tactics and well as key message priorities across all communications.