Made.com

Segmenting the customer base

COSYING UP TO CUSTOMERS

One size definitely doesn’t fit all. It’d be pretty boring if it did. What makes people interesting is that we all have different tastes and make different choices when it comes to the products we buy. But that doesn’t make selling any easier – knowing who to target and how to make your marketing hit the spot can be tough.

 

When Made.com got in touch with us, that was exactly the problem it faced. We carried out a large-scale quantitative segmentation to bring it closer to its customer base. We discovered exactly who Made.com customers were and what makes them tick, uncovering 5 distinct groups which we brought to life for the brand.

 

Relax and Recline

 

What’s changed? Our work is being used to shape every inch of Made.com’s marketing and comms strategy. Armed with a rich understanding of its customer base and the role that different touchpoints play in customer decision-making, Made.com can approach the future with conviction – confident in keeping its competitive edge.

 

Want to find out more?

 

Take a look at other examples of our work to learn more about how we help the world’s most ambitious brands accelerate critical decision-making and develop future-ready products, services and strategies faster. If you’re interested in working with Decidedly, get in touch with us now.

 “Decidedly helped us to get closer to our customers and gain a rich understanding of their lifestyles and design attitudes. This was a hugely strategic piece of work that fed into all areas of the business. The results continue to guide our strategy 18 months down the line, allowing us to confidently target the distinct audiences within our customer base with relevant messaging.”

 

Mel Stonier, Head of Marketing, Made.com

COSYING UP TO CUSTOMERS

One size definitely doesn’t fit all. It’d be pretty boring if it did. What makes people interesting is that we all have different tastes and make different choices when it comes to the products we buy. But that doesn’t make selling any easier – knowing who to target and how to make your marketing hit the spot can be tough.

 

When Made.com got in touch with us, that was exactly the problem it faced. We carried out a large-scale quantitative segmentation to bring it closer to its customer base. We discovered exactly who Made.com customers were and what makes them tick, uncovering 5 distinct groups which we brought to life for the brand.

 

Relax and Recline

 

What’s changed? Our work is being used to shape every inch of Made.com’s marketing and comms strategy. Armed with a rich understanding of its customer base and the role that different touchpoints play in customer decision-making, Made.com can approach the future with conviction – confident in keeping its competitive edge.

 

Want to find out more?

 

Take a look at other examples of our work to learn more about how we help the world’s most ambitious brands accelerate critical decision-making and develop future-ready products, services and strategies faster. If you’re interested in working with Decidedly, get in touch with us now.

 “Decidedly helped us to get closer to our customers and gain a rich understanding of their lifestyles and design attitudes. This was a hugely strategic piece of work that fed into all areas of the business. The results continue to guide our strategy 18 months down the line, allowing us to confidently target the distinct audiences within our customer base with relevant messaging.”

 

Mel Stonier, Head of Marketing, Made.com