LUXURY Rug WHOLESALER
B2B Luxury in New York
1
PROBLEM
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The client, an established player in the rug industry, was suffering increasing loss in sales to digital competitors.
2
METHOD
I collaborated with an expert in luxury goods and interior design on the following methodology:
1. Holistic research approach
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Existing Knowledge Mining: In-person internal stakeholder interviews with owners and director of departments
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External qualitative interviews with 6 customers, non-customers, rug industry experts and home décor experts, to get a 360 view on the issues
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Secondary research on millennial purchasing trends
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Competitive landscape analysis of 15 companies & their digital strategies, with a focus on social media
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2. Ideation
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Thought-sharing exercise regrouping insights (right)
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Generation of 7 key insights
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Prioritization on how to address key insights
3. Strategic Planning
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Defined year one budget and detailed strategy to achieve client’s financial goals.
3
RESULTS
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Updated brand guidelines
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New digital strategy across social media to compete effectively