DEICHMANN places great importance on offering its customers an attractive shopping experience in its stores. Especially when targeting the core audience of families with children, varied, attractively placed promotional product ranges are a key component of a positive customer experience. DEICHMANN is a family-oriented retailer and has now also defined pets as members of the family and incorporated them into this concept.
The connection between DEICHMANN, as the German and European market leader in footwear, and the pet supplies sector may not be immediately obvious, but it becomes clear upon analyzing customer data.
petxperts’ task:
The analysis of DEICHMANN’s core target groups and the comparison with the target group of pet product buyers revealed exciting overlaps. petxperts ’ task was to derive a recommendation and determine the potential for expanding DEICHMANN’s promotional product range to include the pet sector.
Based on a comprehensive market and customer analysis, as well as a corresponding competitive analysis, petxperts has developed a product range recommendation for potential new promotional product lines.
Result:
A customer-centric expansion of DEICHMANN’s promotional product lines to include attractive new product categories from the pet sector, which will pleasantly surprise DEICHMANN customers and be met with a very positive response.
About DEICHMANN
DEICHMANN SE, headquartered in Essen, was founded in 1913 and is 100 percent family-owned. The group is the market leader in European footwear retail and operates in over 30 countries worldwide. It employs over 48,000 people and operates approximately 4,600 stores as well as 41 online shops. In addition to the DEICHMANN brand, the company includes, for example, Dosenbach, Ochsner Shoes, and Ochsner Sport in Switzerland; vanHaren in the Netherlands and Belgium; Rack Room Shoes in the U.S.; and the SNIPES Group with stores and online shops in Europe and the U.S.
