Case Study: Large Women Clothing Retail Chain improves brand positioning with RR Donnelley consumer perception research

Consumer Perception Research Helps Improve Brand Positioning

Large Women Clothing Retail Chain turned to RR Donnelley to better understand how consumers perceived “good value” in an increasingly competitive value fashion market. The retailer wanted to identify where it should position itself in customers’ minds while also improving gross margin dollars through better pricing and promotion decisions.

RR Donnelley’s Marketing Solutions team delivered a three-pronged research program that combined pricing competitor research, a consumer perception study, and promo pricing analysis. The research used shop-along sessions with current customers, lapsed customers, and prospects, plus in-store and digital eye tracking, to uncover how shoppers viewed the brand versus competitors and to reveal actionable insights for pricing, promotions, and brand positioning; the case study did not cite specific numeric lift or other quantified results.