odlo
- Quote
- Thanks to the experience and the knowhow of the Merkle team, we managed to conduct complicated statistical analysis, giving us an in-depth understanding of our consumer and the perception of the ODLO brand.
The challenge
Sharpening brand identity – strengthening own brand awareness: The Swiss sportswear manufacturer ODLO wants to position itself in a distinctive and sustainable way. Within its main target group and towards the competition.
The goal: Deep insights into the current and potential new customer base should underpin the marketing strategy. At the same time, the company wants to know exactly how its brand is perceived – and where its strengths and weaknesses are in the marketing funnel.
Merkles research should help ODLO to really understand its target group and unleash existing and new potential. For a clear competitive advantage. Validly proven.
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1 Mio.
> data points processed -
10000 markets
total participants -
7
markets
Our approach
- Customer and brand research
Thanks to qualitative interviews and a quantitative study with more than 1,400 participants in seven countries, we qualify three important main target groups for ODLO. - Optimizing the marketing funnel
A study with 6,000 participants in three countries shows at which point in the marketing funnel customers drop out and what the competition does better. This allows ODLO to optimize its marketing funnel in the best way. - Mixed methods approach
For insights rich in knowledge we combine advanced research and analysis methods: in-depth interviews, cross - national studies, cluster analysis, NPS scores, CRM data alignment and benchmarking. - From insights to actions
We derive strategic implications for ODLO from a huge data set with thousands of variables and several competitors. This sharpens the brand positioning.
The result
Marketing Funnel & Brand Image: Uncovering all potential
How do customers experience the ODLO brand?
Answers to this question are provided by our quantitative survey in three markets and an accompanying CRM (Customer Relationship Management) study with around 9,000 participants.
Backed up by representative data, the sportswear manufacturer now knows exactly how customers perceive the ODLO brand - even along the marketing funnel - and where in the funnel customers drop out. Understanding the brand image and funnel progression helps ODLO spot its strenghts and weaknesses, also against its competitors, and optimize its marketing funnel. For unique brand experiences across all touchpoints and journey phases. And thus, sustainable customer loyalty in all funnel phases.
