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Our client, a Brisbane-based shopfitting hardware business, has made significant strides from its origins as a reseller of shopfitting supplies to becoming a designer and manufacturer of an innovative, category changing modular shopfitting system. This shift not only marked a pivotal transition in their business model but also positioned them as pioneers in the market, providing a strong alternative to low quality imports. With a strategic vision to capitalise on their unique offering and expand their footprint across Australia, they faced the challenge of effectively launching their new brand and forging key relationships within their industry.
The transition from a reseller to a manufacturer introduced several challenges:
Customerit embarked on a comprehensive journey to redefine the client’s market approach.
Key initiatives included:
Strategic business analysis
We conducted an in-depth analysis of the business, understanding its strategic direction, strengths, opportunities, and competitive landscape.
Customer research
Foundational research was undertaken to grasp the needs, attitudes, and purchasing behaviours of different market segments.
Marketing team structure
We guided the establishment of a marketing team, ensuring clear accountabilities and shared KPIs with the sales team to foster alignment.
Brand differentiation workshops
Through a series of workshops, we helped define a unique market position for the new brand, leveraging customer insights to inform brand strategy.
Brand book development
A comprehensive brand book was created, guiding key messages and ensuring consistent communication both internally and in the market.
CRM platform enhancement
The CRM system was overhauled to improve sales processes, client management, and the integration of automated communications.
Go-to-market strategy
Our team provided mentorship on launching the brand and building sustained brand awareness.
The strategic initiatives undertaken by Customerit yielded substantial results. Our client not only achieved
double-digit growth in market penetration in Australia but also laid a solid foundation for its direct-to-consumer
e-commerce channel. The strategic program, informed by in-depth customer insights, opened up conversations
with new customers that our client had been chasing for years. Tactical campaign performance also improved,
with our client securing 2600% return on investment from a single sale using our targeted plan.
