Case Study: Market research and communications

The opportunity: A business had fallen >25% in revenue since acquisition, and was having difficulty competing with commodity products against lower-cost competition.

The paths:

1. Identified market gaps for both consumers (higher-priced products that accessorized specific decor styles) and retailers (aisle difficult to shop, resulting in poor conversion).
   
2. Identified a research-based path that provided products to accessorize traditional, contemporary, and country decors; launched additional brands to support approach.
   
3. In conjunction with new products, developed packaging, plan-o-gram vignettes, displays, and other in-store tools to accentuate the different styled products;
   
4. In doing so, radically simplified the shopping process in-store for a consumer to choose a style and a finish that accented the rooms she was shopping for, which further increased the percentage of shoppers who actually made purchases.

The results:  As retail distribution gains were achieved in key retailers, revenues recovered and exceeded pre-acquisition levels and product margin %'s increased significantly.

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