A fast-growing e-commerce player in installation materials wanted to get a better grip on customer behavior and revenue mix. Although the organization had a strong position among installers and carried a broad assortment for both business and private customers, it lacked in-depth insight into segments, buying behavior and spending patterns. As a result, commercial steering remained fragmented and the available sales and margin potential was insufficiently exploited. The challenge lay in increasing share-of-wallet, reinforcing customer experience and developing a more focused assortment and propositions for each target group.
Together we conducted quantitative and qualitative customer and market research to gain a clear picture of segmentation, buying behavior and spending patterns. We provided insight into customer needs and bottlenecks in the customer journey, with specific attention to ease of ordering, information provision and relationship management. On this basis, we identified commercial opportunities per segment, including target group prioritization and growth potential. These insights were translated into concrete improvement initiatives in the areas of assortment, purchasing, pricing, private label, partnerships and customer service.
The result is a sharp and substantiated insight into the composition and profitability of transactions, combined with a clear target group segmentation and renewed focus. With a concrete roadmap for assortment optimization and expansion into new product categories, the organization has specific tools to realize growth. In addition, improvement actions have been defined for ease of ordering, information provision and service, and there is a solid foundation for the use of loyalty mechanisms and private labels to structurally strengthen customer value and sales mix.
