Client
Cable & Wireless

Brief
We’re launching a new e-fulfilment service in the UK and Germany. What is the likely take-up?

Approach
We analysed the market, and devised a market segmentation. We then drew up a full list of retailers in each segment, with addresses and management contacts. A telephone survey was conducted with a cross-section of companies. This led to recommendations on which types of retailers to target, with what, and how

Outcome
A more focused marketing strategy, with integrated service packages, key marketing messages and realistic sales targets for each.Understanding Customers - I