The online personalised gift company were at a cross-roads. Their brand was incredibly well known for its quirky humour and personalised card offering, but this association was limiting their further sales growth in gifts and flowers. Most consumers did not associate the brand with offering more than cards, and there were poor perceptions of quality in the market, although the majority customers were very positive and satisfied with the brand and its products.
To compete in this more premium space, the brand needed to reposition itself. Through our research we helped the brand focus on the positives that current customers like about the brand and how to build on that.
We had a clear set of recommendations which we presented to the Board:
Focus on fun: it doesn’t have to mean gimmicky - make it about enjoyment
De-risk quality: push initial trial of cards; use customer reviews and a quality branding message
Put personalisation at the core of the proposition: use it to create emotional value
Our recommendations sit at the core of the rebrand and have given the business the focus it needed to launch the new offering. Through every touch point for customers the brand concentrates their marketing and business product efforts on fun, personalisation and gifting.
We needed to lose the gimmicky-ness, embrace simplicity and add a personal touch consistently across the brand, all the while keeping our unique blend of cheeky humour.