Market Launch Strategy
Opportunity
A beauty retailer was embarking on a mission to personalize skincare through direct-to-consumer products and science-backed regimen. But, they were struggling to identify how to achieve the highest retention of customers using their talent-backed brand, and lacked a strong content architecture and prioritization of different sections and products.
Approach
To champion customer experience, we helped them crystallize the customer story and develop a strategy to address customer needs and expectations for their market launch. After conducting interviews to understand their needs, pains, and preferences, the strategy brought clarity to different customer groups, their needs and enhanced a compelling value proposition, as well as clarify customer “stickiness”.
Results
A clearly articulated value proposition that supported the go-to-market positioning and provided clear direction on hierarchy / prioritization of the different sections and products
A set of new, robust buyer Personas that incorporated both qualitative psychographics to leverage growth
Powerful visualization of a sales funnel to determine optimal customer journey flows, clarifying the appetite for a DNA kit