Redefining the acquisition strategy of a luxury watchmaker
Context
A German luxury watch brand wants to review its prospect and customer acquisition strategy at international level to achieve its ambitious upmarket growth objectives.
Objective
Analyze the profile of market and brand consumers to define relevant acquisition levers for priority targets and better measure the effectiveness of recruitment campaigns.
VERTONE contribution
- Market segmentation: profiling of luxury watch consumers and prioritization of targets according to frequency of purchase and level of expenditure, then characterization of priority targets (socio-demographic profile, uses and attitudes, relationship to luxury items and category, decisive stages in the customer journey, etc.).
- Mapping and benchmarking acquisition levers
- Organization of ideation workshops with international teams in Germany: identification of 18 multi-target acquisition levers
- Prioritization of levers, identification of prerequisites and interdependencies between projects
- Impact study of the new acquisition strategy: governance, work organization, adaptation of resources (skills, budget) and identification of quick wins.
- Audit campaign performance reports and propose new dashboards focusing on the most strategic key success indicators
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