Understanding your market
A rapidly growing national mobile smartphone and tablet repair service, WeFix were looking to gain a better understanding of their typical customers and how to target them in marketing campaigns.
They also wanted guidance on potential locations for expansion and growth.
To start with, we looked over their customer data and cleansed it. We fixed up any data that was incorrect, incomplete or duplicated. The reason for doing this was to generate a greater match rate when pulling in external intelligence.
The next step was to profile the customer base to help them better understand the current shape of their market. Using our partnership with Experian and their Mosaic data we were able to add depth and understanding to the customer base through the Mosaic append, adding socio-economic understanding to their customer database.
Using the key characteristics from the customer analysis we were able to build a detailed understanding of the customer segments with a propensity to use the WeFix service. These profiles enabled their decision making to be made on robust data.
The customer base profiling was also used for geographic modelling to support the business in deciding on which areas they could expand into in the future. Likewise, it informed on areas with a low likelihood of success that should be avoided.
"Silver Jet has contributed enormously to our understanding of the WeFix customer, where they are, what they do and how they live their lives.
It's certainly one of the most worthwhile marketing exercises I've ever undertaken."
Tim Tuff, Head of Marketing
The resulting analysis reflected trends in both low performing and high performing areas of the business, information that had not been used in the model building.
This gave them great confidence in our recommendations on which geographical sites they should focus their attention.
Following the project
WeFix withdrew service from several areas through predicted low performance as well as reducing service where there is duplicate cover.
The geographic modelling offered a series of target areas for expansion, enhancing their partnership with a global tech brand.
The customer profiling helped define WeFix’s proposition, messaging and marketing, supporting the maturing of their business and directing marketing targeting, social media and outdoor media spend.
Drop us your details to chat about how we can help you with your challenges and objectives. You will either come away with a vision of your solution or you would have taken a little time to think about it.
Either way, you’ll still be further forward than you are right now.
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