Case Study: a national retail chain uses segmentation to create a customer-centric brand architecture with Dig Insights

How a national retailer used segmentation to guide a targeted brand architecture strategy

The national retail chain, operating in the hard goods space, was faced with aggressive growth targets for its portfolio of dozens of controlled brands. To meet this challenge, it engaged vendor Dig Insights to develop a customer-centric brand architecture strategy that could clarify its competitive set and reduce redundancy across its diverse product lines.

Dig Insights implemented a multi-phased solution, beginning with online qualitative research and a robust questionnaire to understand shopper motivations. This process led to the creation of clear shopper personas and market segments. As a result, the client was able to establish primary and secondary targets for each of its brands, providing clear strategic guardrails for messaging and pricing. This new customer-centric strategy illuminated opportunities for growth and differentiation across ten key lines of business.