VISUAL SEGMENTATION TOOL
COMPANY: Flexa – DK
INDUSTRY: Kids Furniture & Interior
DURATION: 5 Months
BRIEF
Create a coherent and customer driven Visual Lifestyle Tool Box to support both the creative and strategic directions. Short and long term trend input to establish a core segmentation model and platform for Flexa in line with Flexa vision and values. Providing expert feedback on product line and communication.
FOCUS
Strategic insights into Flexa’s customer base lifestyle influence. Collate and synthesise quantitative & qualitative research to inform the mindset segmentation model based on Kjaer Global methodology and tools. Working with Flexa Design, Product Development, Marketing & Branding Teams.
OUR WORK
* Feedback on existing products & communication
* Linking Trends to Consumer Behaviour
* Creation of ‘Flexa Universe’ visual & narratives
* Comprehensive “HOW TO SPOT” section
* Detailed lifestyle preference insights
* Input on FLEXA corporate synergy
* Building bridge between retail & innovation
* Emotional Consumption Map
* Mindset questionnaire for retail
* Workshop Implementation
* Development of a holistic ‘Visual Tool’ serving both design, PR, Retail and the marketing team as inspiration and a framework for design and communication.
* Identification and validation of the trends most relevant to Flexa Group A/S acting as a stepping-stone for further enhancement of the Flexa Brand experience.
* Aiding communication inside and outside Flexa of overall goals and vision.
* The ‘Visual Tool’ successfully identified and pinpointed opportunities in children’s furniture manufacturing industry by helping Flexa understand the main purchase drivers and needs of each segment as they emerge and change.
* The strategy tool highlights opportunities for new campaigns and interactions with the consumer to bring the company to the front of the sector.
* Seasonal campaigns and in-store events can efficiently be implemented, cementing Flexa’s core brand values in the consumer’s mind while still allowing scope for localised and regionalised opportunities.
* Franchise holders and shop managers effectively use the insights to direct shop assistants and support sales staff to confidently provide the correct advice and service at point of sale.
