If the Shoe Fits
Nexus - Customer & Market Insight Silver
Kirsten Hyde and Nicky Dunn
Lou Kivell, Virginia Bashford and Ben Goodale
Sally Carey, Drew Ayers, Mari Pettersson and Justin Biddle
If the Shoe Fits: A Multi-Dimensional Platform of Actionable Insights
Ziera is a kiwi business facing market challenges as a shoe manufacturer and retailer. They needed to spend less but sell more. To deliver this, two powerful sets of analysis - a Best Ever Value Segmentation and a Psychographic overlay - were combined to create a multi-dimensional platform of actionable insights.
The platform delivers focused targeting, informs messaging, is easy to talk about within the business and, most importantly, it works its socks off – ROI increased by 341% (NZ) and 520% (Australia).
The platform helps broad customer trends to be seen and the overall impact of marketing endeavours as well as being actionable at an individual level. It is not a fancy piece of analytics which will be used once and filed for reference – it forms the basis of Ziera’s strategic customer engagement platform for the long term.