Client situation

• Client was a leading player in the B2B Office Services market
• A catalogue/online business with c.450k customers & a turnover of £300m-£400m
• Wide range of customers, from individuals through medium-sized/local to corporate
• The business covered the complete range of Office requirements from Paper/Ink & Toner to kitchen consumables

Challenge

• The client used standard ways to segment customers to target marketing initiatives e.g. size, industry sector and spend.
• Their marketing expenditure was not yielding the desired benefits
• They had a declining revenue and customer base of 8%-10% p.a.
• They believed they had an opportunity to seed-change the impact of Marketing if they better targeted clients based on attitudes and needs

What we did

• We conducted Quantitative Research, based on which we created “Persona Groups” rooted in common needs and priorities of customers
• We then identified what attributes of the offer were most important to improve for each Persona Group…
• …and used these to help identify which specific initiatives and marketing incentives could be most effective for that Persona
• Test vs Control analysis was conducted to evaluate the impact