Identify lead persona and grow VIP customer base.
The Online SME:
Established in 1995 in the southwest of England, Flatspot is an independent online skate store and leading destination for men's contemporary fashion and streetwear. Stocking a unique collection of shoes, clothing, hardware and apparel, they’ve carved out a reputation for delivering one of the finest customer experiences on the planet and doing it with brands like Nike SB, Patagonia and Carhartt. The end result is respect within the industry and one of the highest examples of customer loyalty we’ve ever seen.
We approached Flatspot whilst they were looking to genuinely understand their customer base. They wanted to take the understanding of their customers to a whole new level, to test their assumptions, to challenge their thinking and to go that one step deeper in continuing to grow a strong business. As a result of their demand from both skateboard and fashion markets, they wanted to get clarity on their position at the intersection between two worlds, to find out who they were, to fully understand their interests and to become even more relevant to those they served. The understanding would then be something they would roll out across the business, first and foremost, through their CRM strategy with the aim of increasing their VIP customer segment.
Prior to the research, we discussed their beliefs, assumptions and facts about their customers, and then we got to work deep diving into their customer sets. We found out that the persona contributing to the majority of their revenue was skateboarding every week, we found out where they lived, the ways they communicated and their overall interests. This fundamental understanding of their best customers, allowed the business to strengthen its position and build with these people in mind.
The results were empowering, it allowed the business to strengthen its positioning and as a direct result, they were able to increase their number of VIP customers by over 35% as well as open up a skate store with one of the worlds greatest brands, in one of the worlds greatest cities.
What They're Saying
"WE ARE A SOLID BUSINESS, TRADING OVER 20 YEARS. WE’VE HAD AN IDEA OF WHO OUR CUSTOMER IS, BUT THIS LEVEL OF WORK AND UNDERSTANDING HAS BEEN INCREDIBLY POWERFUL. CONFIRMING SOME ASSUMPTIONS AND THEN TAKING THE UNDERSTANDING OF WHO OUR ACTUAL CUSTOMERS ARE TO A MUCH DEEPER LEVEL, HAS BEEN INSIGHT THAT HAS DIRECTED THE BUSINESS IN AN INCREDIBLY RELEVANT AND COMMERCIAL WAY."
Andy Morrall, Flatspot Founder