Since Ziera changed its brand from Kumfs, they have been subjected to a number of market pressures, as well as a hangover from the name change that continues to impact their retail business.
- the traditional ‘retired’ customer, whose income has been greatly affected since the GFC, has been buying at cheaper alternatives
- a wider variety of brands offer comfort features
- growth in online retail locally and offshore
- the cost of operating bricks and mortar retail stores
In response to these pressures, Ziera needed to ensure that every opportunity to maximise revenue was explored.
The introduction of a magazine-style catalogue, or magalogue, as well as an app was seen as a critical strategic approach to help improve the perception of the Ziera brand as well as increase response rates and revenues from their seasonal mailing.