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Challenge
A leading clothier has been associated with quality attire for over 45
years. However, it nonetheless faces challenges from competitors. The
company asked The Strategic Counsel to determine how customers'
attitudes toward shopping affect buying behavior.
Strategy
The client depends on repeat business and customer loyalty. We surveyed
customers over the phone, exploring such issues as store and brand preferences,
shopping behavior and general attitudes toward shopping and clothing.
We also asked customers to assess the client and its competitors, as well
as the impact of the client's advertising.
Results
Our survey allowed for several analytical approaches. One element of the
survey, for example, helped develop strategies to build purchase frequency
among occasional customers. The company was able to use the research and
analysis to segment its market and thus enhance its positioning in a number
of different areas. Most importantly, the company developed a new advertising
campaign based on our findings, and may also use the research for future
merchandising.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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