Launching a brilliant industry-shaping product concept is only the first step on the path to multi-segment success. Our Client – one of the top retailers in the world – was dominant in the urban markets but struggled to attract well-paying but more demanding customers in the suburban areas. It was not immediately clear how to cater to their needs best without changing the indispensable build-it-yourself product mantra.
First, the challenge was framed in a way that provided a clear perspective on the needs, pain points, and experiences of the new target market. A precedent search followed focusing on the deconstructed and disassociated elements of the innovative challenge. The strongest cases helped identify a winning solution that created a major impact.
First, the challenge was framed in a way that provided a clear perspective on the needs, pain points, and experiences of the new target market. A precedent search followed focusing on the deconstructed and disassociated elements of the innovative challenge. The strongest cases helped identify a winning solution that created a major impact.
Innovative insights stemming from the top precedents helped our Client to offer and pilot new approaches that helped to win the heart of a picky suburban customer. The main barriers to purchase were eliminated with a new model leading to significant growth and massive business expansion. The targeted customer who was using the novel solution would spend on average 10 times more per visit than a regular one.
