Using Data to Build Better Customer Profiles
No brand can rest on its laurels, no matter how established. Competition never rests, so every data point available can reveal new ways to grow.
Looking for customer insights
For over 20 years, this luxury DTC women’s footwear brand has been outfitting fashion-forward women across North America. However, they were not impervious to the industry-wide disruption that Covid-19 started. They needed to know how to right the proverbial ship.
Why did they look to customer insights for growth?
Despite their illustrious history and consistent track record of growth, recent times have been more difficult. They had become increasingly reliant on new customer acquisition, with retention declining. With both of those challenges in mind, knowing what had made them successful previously was a solid stepping stone.
How did Theia support them as they looked for answers?
Knowing that their customers were of a certain mien, we looked at their demographics and sociographics, as well as customer feedback to find insights around preferences, behaviour, and reasons to buy. We also examined the competitive landscape, keeping an eye on how the niche as a whole was adapting.
What did Theia find?
We discovered:
- What turned customers into loyalists,
- when (and possibly why) the downward trends accelerated, and
- the actual reasons that people bought (and were willing to say)
Drawing out key commonalities of their customers’ sociographics gave the brand more context as to how they thought about their customers. We were able to provide more colour to their customer avatars, giving them new considerations in marketing, promotion, and communication.
From the Client
Despite our brand’s long-standing success, we faced unprecedented challenges during the pandemic and the subsequent shifts in our customers’ geographies, priorities, and workplaces. Theia’s deep dive into our customer insights provided a clarity we hadn’t seen before. Sam equipped us with an invaluable tool that combined our experiential understanding of our customers with hard data, which was an eye-opener. The bulk of our business is online, and that customer isn’t as clearly reflected by our in-person shoppers. This newfound understanding has been instrumental in refining our marketing and retention strategies, ensuring we stay ahead in a competitive market. Thanks to Theia, we now have a more nuanced view of our customers, allowing us to tailor our approach and continue our legacy of fashion-forward innovation.