Unboxing beautiful insights: Dunelm’s segmentation revolution

Room 2 | 10:00 am - 10:30 am | Thursday, May 9, 2024

Join us for an insightful exploration of Boxclever’s collaboration with Dunelm, a leading homewares and furniture retailer, to redefine their market segmentation approach. Facing challenges in customer growth and retention within a competitive market, Dunelm sought a fresh perspective to understand homeware consumers better and how their strategy can better meet their needs.

This session delves into the journey of developing a new segmentation strategy tailored to Dunelm’s specific needs. Boxclever’s methodology combined quantitative analysis with qualitative interviews to create rich, nuanced segments that went beyond traditional demographic profiling. Emphasizing the importance of actionable insights, this presentation highlights how these segments were designed to inform strategic planning and become an integral part of Dunelm’s business language.

Key to the success of this project was the innovative approach to delivering the insights. Moving away from traditional PowerPoint formats, Boxclever utilized Canva to create visually stunning, magazine-style deliverables that brought the segments to life. By incorporating real consumer stories, photos, videos and custom illustrations, the team crafted compelling narratives that resonated with Dunelm stakeholders across various departments.

Dunelm stakeholders even baked their very own segmentation cake! Taking baked in insights to a whole new level…yum!

Key takeaways:

1. Human-centric segmentation: Explore how infusing real consumer experiences into market segmentation enhances understanding and engagement, driving actionable insights.
2. Innovative design for impact: Learn how creative design techniques, utilizing tools like Canva, elevate traditional market research deliverables, making them visually appealing and memorable.
3. Longevity through engagement: Understand the importance of embedding a segmentation within the organizational culture through diverse content formats, fostering continuous engagement and strategic alignment.