Using Data to Improve Sales and Customer Experience
For technically advanced consumer products, clarity and relatability are key to helping customers picture how the product fits in their lives.
Looking for customer insights
This smart home brand was well represented on B2C platforms, plus their own DTC offering. With direct and indirect substitutes available on the same platforms, it was necessary to discover what made their product the chosen one.
Using sociographic data and customer feedback analysis, new use cases and insights on the location-customer relationship were found.
Why did they look to customer insights for growth?
The brand was confident in their award-winning product, but growth was not up to expectations. Looking deeper into customer motivations would help better differentiate the product.
From the analysis, suggestions for improving conversion and customer experience were made.
How did Theia support them as they looked for answers?
Looking at the underlying data, we saw the demographic and sociographic trends in the customer base of this specific product directly contrasting their “average” customer. Knowing this, the marketing around this product had to be re-examined.
Taking this information in account, customer feedback was reviewed with new context, revealing different perspectives.
A Van Westendorp analysis was also completed, making sure the pricing was in line with expectations.
What did Theia find?
We discovered:
- Where the brand was succeeding,
- what a customer’s location said about them, and
- the popular use cases the brand wasn’t talking about
Clearer language was used to better position the product after this new customer type was identified. By providing this context, the brand could make better decisions to develop their DTC offering.