Case Study: Accent Group x RetailOasis
© Noise Noise Noise / Photography: Arnaud Domange
Accent Group approached RetailOasis with a question - they wanted to gain a deeper understanding of their customer and how the customer differed for each brand under the Accent portfolio. The end goal was to effectively tailor their brand proposition and marketing strategies for each individual brand more effectively with the customer as the sole focus. RetailOasis undertook an intensive quantitative top-down approach to understand the different customer segments for the total casual fashion and footwear markets across Australia and New Zealand. Through thorough research the key drivers and behaviours, and the subsequent value and opportunity for each segment was identified. A two-factor approach was applied to analyse customer data, determining the customer segments who were predominantly shopping at each individual brand. RetailOasis wrapped up the project with a detailed customer journey roadmap to support The Accent Group in effectively targeting their customers at an individual brand level.