Dunelm has been one of the UK's leading home furnishing retailers for over 40 years.
CHALLENGE
We developed a segmentation of homewares consumers for Dunelm to demonstrate where the key opportunities lay and how to target them. Most importantly, Dunelm needed the segmentation outputs to really engage the business and inspire them into using it to underpin strategic decisions.
To get the outputs right we had to make sure the inputs were right too. We conducted a robust quant stage from which the segments were built and profiled, followed by qual in-home interviews with consumers from all segments.
We collected real evidence of how each segment lives, created bespoke illustrations, gave each segment a distinct identity and brought all the materials together into a suite of outputs from very detailed to the more punchy, but all were visual, professional and sleek – with something suitable for any audience.
SOLUTION
We created a fully evidenced, human and beautiful segmentation that the business is engaged with, loves using, understands, and is taking action on.
We were also nominated for the AURA Storytelling Award for this project!
OUTCOME
To learn more about segmentation and targeting at Boxclever
