Today’s increasingly competitive marketplace demands that a business carve out a distinctive positioning. It’s about making compelling and enduring connections to customers and maintaining a clear focus on where competitive advantage can be sustained. Sometimes, that will include opportunities to reposition or realign current products to tap under-served customer segments.
Our goal is to identify innovative concepts and campaigns that increase customer appeal and build more loyalty. We define the best timing to refresh content across different marketing platforms or update merchandising presentations. As needed, we will also develop supporting planning calendars, branding guides, and propose organizational alignments to make ongoing implementation run smoothly
Recent assignments include:
- Niche Home Furnishings Company – Phase I
Situation: Client did not have a dedicated marketing team nor the process to develop, implement and manage the growing array of programs, promotions and service initiatives it wanted to bring to market.
Results: We set up a marketing organization and established processes and guidelines. Further, we served as interim marketing leader through hiring and on-boarding process for a new Director. Brand positioning is now clearly defined and supported by a team following a new marketing calendar. Lifestyle catalogs, targeted promotions and revised merchandising presentations rolled out in 2013.
- Niche Home Furnishings Company – Phase II
Situation: Increasing competition in the wholesale channel was eroding the price value proposition of many core products and threatening sales growth.
Results: We recommended a selective edit and resizing of key product lines to better align with consumer needs and competitor price points. Major partners were offered product exclusives and enhanced marketing support to drive store traffic and differentiate the brand. New partnership program successfully launched in 2013; updated product line entered the market in 2014.
- Multi-Site (10 store) Day Spa
Situation: Client was concerned with store profitability and wanted marketing plans to grow the customer base and increase utilization of services.
Results: In support of a newly hired CEO, we completed a customer survey and service utilization study. We introduced new service offers and targeted marketing initiatives supported by staff training and incentive programs. Spa usage increased by over 10% and profitability improved at 8 of 10 locations.
- Multi-billion Dollar Off-Price Retailer – Phase II
Situation: Client wanted to update and re-introduce a baby gift registry to coincide with launch of a new website, more fully integrating its store and online services.
Results: We designed a new gift registry service that included more content, easier cross-channel use, and updated collateral and store visual support. Registry business has steadily grown and average registry value has increased.
- Bridal Salon
Situation: Client wanted to raise service standards and enhance marketing support for a new store opening.
Results: We developed a new product and merchandising guide to help consultants provide better service and advice to customers. Support collateral was also created for distribution in the store. Consultants improved their sales closing rate and provided better service.