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Background
The Meatfly brand, with strong roots in the board sports community, has built a solid name for itself.
In recent years, however, its team, together with the digital agency Digihive, addressed strategic questions: how to kickstart brand growth and effectively reach customers in an overcrowded online environment?
Pain Point
To plan future campaigns as effectively as possible, the team needed to obtain data on what customers truly care about when buying clothes online.
Is it just price? Do people care about clothing sustainability? And do they care whether their clothes are made locally?
With this goal in mind, they approached Behavio – they needed to identify key attributes for their communication and product offer.
That is exactly what market tracking is for.
"Campaign planning always involves a lot of guesswork about what will and won’t work. But thanks to Behavio, we have hard data to base our brand communication strategy on."
Behavio's Insight
Market tracking mapped out, in detail, the priorities of people who buy clothes online at least occasionally.
It turned out that the absolute most important factors include comfortable clothing, good price, nice design, quality, and material durability – all of which are important to 8 or 9 out of 10 customers.
Conversely, the data confirmed that some frequently communicated attributes – such as whether the brand is local or how long it has been on the market – are almost unimportant to customers.
Outcome
Meatfly and the Digihive agency thus gained a clear guide on which attributes make sense to emphasize in campaigns.
Instead of communicating the company's history, they can rely on topics that customers actually notice and appreciate.
The brand and the agency now have a solid data foundation for their future strategic decisions.
