If the Shoe Fits
If the Shoe Fits
Awards
Nexus - Customer & Market Insight Silver
Entrant
justONE
Nominee
Ziera Shoes
Entrant Credits
Kirsten Hyde and Nicky Dunn
Nominee Credits
Lou Kivell, Virginia Bashford and Ben Goodale
Additional Credits
Sally Carey, Drew Ayers, Mari Pettersson and Justin Biddle
Entry Rationale
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.