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How Schöffel shifts strategy to brand-driven market growth.
Uranos is trusted by industry leaders with millions of customers.
About the company
Schöffel is a renowned outdoor brand based in Schwabmünchen, Germany, celebrated for its premium-quality outdoor apparel and gear. With a heritage dating back to 1804, Schöffel focuses on innovation, functionality, and sustainability, catering to outdoor enthusiasts and adventurers worldwide. The brand is known for its cutting-edge technologies, such as weatherproof and breathable materials, ensuring maximum comfort and performance in all conditions. Additionally, Schöffel emphasizes responsible production practices and offers a range of versatile products for activities like hiking, skiing, and cycling.
Industry
Fashion
With Uranos since
October 2020
Problem
Schöffel had established distinct customer clusters they worked with, enabling a broad segmentation of their target audience. However, they identified a significant gap in understanding the finer details about their customers, such as their values, lifestyle preferences, and consumption habits.
This deeper insight was essential to clearly differentiate between the segments and to refine their approach for more precise targeting. Without this information, it was challenging to derive effective strategic decisions that could truly resonate with each customer group, optimize their product offerings, and strengthen their brand’s connection to its diverse audience.
Uranos skillset
AI-powered Data Cleaning
Research & Foresight
Customized Segmentation
Synthetic Data
Approach
Using detailed value statements, we analyzed and categorized Schöffel's target customers, providing a more nuanced understanding of their diverse audience. Each customer segment was carefully aligned with the appropriate Uranos micromilieus, a framework that reflects deeper insights into values, lifestyle preferences, and social behaviors.
This strategic allocation allowed Schöffel to differentiate between segments more effectively and tailor their approaches to meet the unique needs of each group. By integrating these micromilieus, Schöffel was empowered to make data-driven decisions that enhanced customer engagement and informed their long-term brand and product strategies.
Outcome
We created a detailed report on Schöffel's customers using the Uranos segmentation model, offering comprehensive insights into each micromilieu. This report provided an in-depth understanding of the values, behaviors, and preferences of Schöffel’s diverse customer base.
Additionally, we outlined initial strategic implications to guide the brand's approach to product development, sales optimization, and targeted marketing activities. These insights served as a foundation for Schöffel to refine their strategies, ensuring a stronger connection with their audience and improved business outcomes.
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