Work · Multi-Tiered Business Insights
Luxury Goods
When it comes to high-end furniture, fashion, and jewelry, this New York City-based dealer of antiques and fine things is second to none. But who are their customers?
The engagement
The situation
Customers include individuals as well as intermediaries: interior designers, architects, and consultants acting on behalf of their clients. This multi-tiered customer base presents unique research challenges, since purchases can come from a variety of sources.
What we did
Online survey research among many target groups, integrated with transactional information such as repeat purchases, previous category buying, and reasons for cart abandonment. Ongoing satisfaction and loyalty measures are supplemented by ad hoc studies and online communities.
The result
The company has moved to a fact-based, research-driven e-commerce business. It has grown significantly in the past several years and exceeds sales objectives each year.
A fact-based, research-driven e-commerce business.
Members of the customer and trade teams are intimately involved in using this feedback to shape product offerings and future marketing communications.