EMI

The Client:

Music retailer

The Brief:

Create a robust and actionable planning and implementation framework for proposition development and product lifecycle communications to better meet the needs of customers in order to increase music purchase. 

The Challenge:

At the onset of digitalisation, there was a desire from the senior team to reinvigorate the business into a customer centric organisation, to connect directly with consumers – a hitherto missing element of the marketing strategy.

At the time, the customer did not sit in the centre of business decision-making with little data being captured and utilised to inform strategy.
The focus was on fans and the artists themselves rather than the wider buying population. 

Our Approach:

• Understand the drivers of consumers’ attitudes to music consumption and their music engagement 
• Identify distinct and actionable customer groups who share common attitudes and behaviour 
• Understand how these groups fit into the market in volume and value terms  
• Understand how each group discovers music and how that discovery translates into purchase/ acquisition  
• Understand category share of wallet, and factors contributing to purchase reduction 

The Output:

• Quantitative questionnaire specifically based around music attitudes, discovery, listening & purchase behaviour 
• Responders clustered based on responses to music attitudes questionnaire and then profile augmented by additional data overlays 
• Granular profile of customer groups developed as a result 
• Creation of fully profiled UK music market 8-cluster segmentation solution 
• Expanded the segmentation into France and Germany 
• Insight developed into the segments in terms of their needs and motivations in relation to music  

Business Impact:

Insight driven segment strategies developed to manage segments and drive additional value -propositions, communications, channels and album product lifecycle targeting.