Expanding the Target Customer Base
When a ‘young girl’ brand grew up to also embrace older women
Situation - popular home accessories brand popular with young women had already grown to multiple stores across cities. It now wanted to reach out to a larger (older) audience and increase the per customer revenue. They had already started changing their merchandise but needed to reach out to these older women to connect with them.
Identifying where they were ‘stuck’ – they needed to reach out and connect to the older audience. However they could only do that once they knew WHO they were speaking to. This also needed to walk the fine line of adding new customers without alienating the existing loyal base.
Un-stuck – we used a series of exercises to identify, characterise, personify and define the new customer along with defining a tone of voice that would reflect the brand evolution and growth.
