The Perfume Shop is the UK's largest specialist fragrance retailer with 215 stores across the UK & Ireland.
CHALLENGE
To better understand their current and prospective customer base, The Perfume Shop needed to map out key customer profiles within the wider retail market.
This segmentation would form the foundation of strategy for future customer engagement, providing stakeholders with a clear vision to underpin key decisions on product, store experience, loyalty and comms. It was imperative that the customer segments would become embedded across all stakeholder teams within the business.
We surveyed a representative market sample, including The Perfume Shop’s customer base, using factor analysis and cluster techniques to identify key segments. The resulting insights informed strategy, highlighting drivers of retail choice and evaluating performance across groups.
After internal workshops, we hosted an immersive activation day, including a “meet the customer” session where stakeholders engaged with segment representatives. We also ran ideation groups to define clear objectives and initiatives tailored to each segment’s needs.
SOLUTION
The project has enabled the business to adopt a universal segmentation that is embedded within the strategy and is used to identify opportunities to engage with and grow different customers groups.
OUTCOME
To learn more about segmentation and targeting at Boxclever
