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Client thwarted fast growing competitor by leveraging new insights delivered by Resonance SITUATION
Client was experiencing slow growth (3-4%) which lagged the greeting card industry (12-15%),
driven by specialty niche of "sexy" cards. Client's conventional research could not fully
explain this share loss, or to suggest what to do about it.
INSIGHTS
Resonance revealed previously-unappreciated passions of mainstream card-buyers: factors in the purchase cycle and strong motivating factors. Client learned that growth of the specialty niche is based on much more than "titillation,"
and therefore represented a much larger threat to the client's market
leadership.
IMPLICATIONS
Client could create significant competitive advantage by better meeting
the emotional needs of card buyers. This strategy is applicable to all
aspects of their operations, including product development, store
design and staff training.
RESULTS
Client shifted resources and placed a high priority on a newly
created specialty division. Retail test stores were redesigned based on
"recipient-focus" measurements explaining test stores’ performance. New
product slate was reorganized and prioritized based on fit with
emotional attributes of the brand and of card shop experience. New
division now represents 20% of client's greeting card revenues, and is driving significantly higher overall corporate growth rate.
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