Insights-Driven Strategy Chatime

Chatime
 

Brief

To assist Chatime by delivering the customer insights required to underpin their strategic plan for the Chatime brand going forward. The objective of the work was to not only gain a greater understanding of their current loyal customer base but to also target the local market and non-Asian community in Australia.
 

Insights

Conduct consumer insights research to understand the different consumer types that currently move towards Chatime, and consumer types that are ideal future targets.
 

Strategy

  • Delivered a Strategy Workshop using identified consumer profiles to develop a strategic platform that is carried across all marketing and branding, e.g. for campaign development, retail design, website design etc.
  • Provided strategic direction on how the Chatime retail, product and brand experience are best designed to maximise impact with the identified core target segments.
 

Success

  • Chatime was able to tailor their marketing efforts to attract identified consumer segments and reduce their marketing costs.
  • The tracker study enabled Chatime to review their work to date and understand where it had the most impact on its target market.
  • Chatime has successfully increased loyalty and new customers through an optimised and tailored customer experience for the Australian marketplace.
Format: Taiwanese Beverage Store
Store Location: Global
Merchandise Mix: Taiwanese Tea

We use RDG’s neuro-scientifically established targeting profiles as the bible for everything we do. We were able to cut marketing expenditures and design activities that will reach our customers. We have seen significant growth in brand awareness, our customer conversion ratios now excel industry benchmarks, purchase frequency has more than doubled over the last 24 months and one of our main strategic objectives has been more than met, with 25% points increase in trials in local markets.”
Karen Cigna
Global Head of Marketing
Chatime