Office fitout and furniture becomes a market leader with end-to-end offering

About the business

Our client was a family-owned business with a dual focus on furniture supply and office fitouts, with ambitions to sell these services as a comprehensive package. This approach was designed to deliver a seamless customer experience and maximise average order values by offering a total fitout solution rather than individual furniture and equipment sales.

The Challenge

The business faced several challenges in a cluttered and competitive market including:

Limited differentiation within the furniture supply sector.
Data management issues due to multiple, sometimes outdated, systems requiring manual processing.
A lack of marketing capability and defined accountabilities or KPIs for marketing agencies.
A market position that was not articulated well was impacting the client’s ability to take advantage of a significant opportunity to enhance revenue and profit margins by repositioning in the office design and construct category.

The Customerit solution

The strategy encompassed several key actions to redefine our client’s market position:

Foundational customer research

Informed a differentiated market position.

Customer research

Foundational research was undertaken to grasp the needs, attitudes, and purchasing behaviours of different market segments.

Repositioning the company as a leader in the office design and construct category

Moving away from solely selling furniture to providing complete office solutions.

A cohesive business and brand narrative

Including brand guidelines for consistent communication.

Mapping the buyer’s journey

With strategic channel plans aligned to the business strategy.

Recruitment of key team members and engaging agencies

To bolster marketing capabilities and develop go-to-market strategies for brand awareness and lead generation.

The Outcome

Our client’s strategic pivot from a furniture retailer to an office design and construction partner has led to:

A transformation in company identity and service offering, aligning with the needs of their ideal customers for high-value office fitouts.
The launch of a distinct new brand in the market.
A projected growth trajectory of 30%, marking a successful repositioning and strategic marketing implementation.