Background
JD Sports Group acquired Go Outdoors in 2017 to add to its existing outdoor clothing and equipment retail portfolio which already included Blacks and Millets.
The Challenge
JD Sports were looking to review and refresh a previous Go Outdoors segmentation to now include Blacks and Millets and customers and understand how the category has changed post-pandemic. The aim being to maximise marketing effectiveness, utilising their direct marketing communications to be tailored for key customer groups. In addition, understanding where the Millets and Blacks fascias can be best deployed across the customer segments.
Our Approach
An initial analysis of 270,000+ customers (in-store & web) to understand key patterns and segments by purchase behaviour. This was followed by 2,500+ online interviews to understand shopping habits, competitors, brand and category attitudes. and claimed activity expertise. Followed by 15 group discussions to deep dive on attitudes, needs & behaviours for each segment, as well as across the different fascias.
The Outcome
A selection of key customer clusters were identified through sales analysis and further profiled. A complete overhaul of their marketing plan resulting in more targeted communications that encouraged greater cross-department selling and an increase in average basket value.
