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If the Shoe Fits – The Creation of a Strategic Insights Platform

Awards: Nexus - Strategic Vision Silver

Entrant: justONE

Nominee: Ziera Shoes

Entrant Credits: Lou Kivell, Virginia Bashford and Ben Goodale

Nominee Credits: Kirsten Hyde and Nicky Dunn

Additional Credits: Sally Carey, Drew Ayers, Mari Pettersson and Justin Biddle

Entry Rationale:

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.

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