The Challenge: A Widening Generational Gap
Our client faced a quiet crisis. They were trapped in a paradox: visible but not vital, trusted but not desired. A failed attempt to reposition the brand had left them stuck, losing connection with the vital younger (30-45) demographic. The brand was ageing faster than its customers, and the path forward was lost in a fog of conflicting internal opinions.
The Latenta Approach: A Deep Dive into the Customer's Soul
To solve a complex problem, we needed a holistic view. We designed a multi-phased research programme to move from broad market understanding to deep, actionable human insight.
- Phase 1: The Strategic Audit. We began by synthesising a vast array of internal and external data. We analysed over 80 reports, from internal strategy papers to competitor reports and customer feedback on platforms like Trustpilot and Google Reviews, to build a comprehensive picture of the brand's health and the market landscape.
- Phase 2: Qualitative Deep Dive at Scale. This was the core of our discovery. We conducted in-depth conversational interviews with 500 respondents, strategically segmenting them into Existing, Lapsed, and Potential Customers to get a true 360-degree view.
Actionable Insights Delivered: The Unspoken Truths
Our deep dive revealed the hidden dynamics behind the brand's ageing dilemma and provided a clear path forward.
- Insight #1: The Comfort Mandate. Across all segments, one unspoken truth emerged as paramount: comfort and fit. This wasn't just a feature; it was the foundation of customer confidence and satisfaction.
- Insight #2: The Digital Front Door is Broken. The in-store experience was positive, but the online journey was riddled with "pain points"—from confusing messaging to limited payment options—that were actively inhibiting sales and eroding trust.
- Insight #3: Three Realities, One Brand. To Existing Customers, the brand was a trusted friend. To Lapsed Customers, it was an old acquaintance that had become "boring." To Potential Customers, it was an uninspiring "stranger."
- Insight #4: The Family-Friendly Blind Spot. A core strategic goal of targeting "young families" was completely invisible to the market, with less than 1% of respondents associating the brand with this identity.
The Strategic Impact: A Blueprint for Revitalisation
atenta delivered a comprehensive blueprint to revitalise the brand and reconnect with a new generation. The client now has the clarity to:
- Own a Defensible Niche: Reposition the brand as the market leader for Comfort and Fit, turning a latent customer need into a powerful USP.
- Fix the Customer Journey: Address the highest-impact pain points in their e-commerce experience, turning a point of friction into a driver of growth.
- Implement Segment-Specific Strategies: Craft tailored messages to reinforce loyalty, win back lapsed customers, and attract potential new buyers.
- Build an Authentic Family Brand: Create family-focused in-store and online experiences that will genuinely resonate with their target audience.
Is Your Brand Losing Touch with its Audience?
Rediscovering your brand's soul requires a deep understanding of your customers' hidden needs and frustrations. Brand Equity Maximiser™ provides the evidence-based roadmap to drive your brand's revitalisation.
