Bijoux Terner is a specialty boutique specializing in women’s and men’s fashion accessories at the $10 U.S. or €12 price point. Operates more than 550 boutiques in travel destinations including hotel and casino resorts, cruise ships, airports, & train stations in over 60 countries.
Challenges
Bijoux Terner needed to gain a better understanding of their customers, including: Who are they? What are their attitudes toward shopping and accessories? Where do they shop? Which type of Bijoux Terner store? Who else are they shopping? How often do they shop? How do they shop? What are they buying and why are they buying it? Are the buying for themselves or for others?
Approach
- Defined and profiled Bijoux Terner’s customer segments including: demographics, geographics, uses, shopping occasions & behaviors, preferences & attitudes, reaction to different pricing strategies, prioritization of concepts and attributes, and other general consumer attributes
- Defined consumer brand perceptions for Bijoux Terner and its competitors
- Synthesized findings & implications for U.S. market expansion strategy
Results
Client gained detailed understand of areas critical to driving expansion strategy, including:
- Bijoux Terner’s five primary consumer segments and which ones should be their primary and secondary targets
- Key drivers of shopping behavior for each segment
- Differences between domestic and international shoppers
- Differences in shopping behavior between airports, casinos, and outlets
