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Boden Insiders
Charlotte Lee & Megan Jennings
Our Insiders
47%
(5245 customers)
4%
(423 customers)
39%
(4411 customers)
4%
(436 customers)
6%
(681 customers)
What do we use our Insiders for?
Surveys
Focus Group
Recruitment
Customer
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Website usability
testing
Customer
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Discussion
Forums
Wardrobe
Visits
Customer
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What do our Insiders think?
Customer
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“You feel like you’re part of
the successful Boden family.”
“Having the opportunity to
comment and influence the
brand that you love.”
Customer
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“Rewarded.”
“Nice to hear about what Boden
HQ are up to.”
Customer
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How does Boden Insiders help the
business?
1
Hosts ongoing tracker surveys (mystery
shopper, NPS, Brand Equity etc.) to
measure business performance
2
Product and marketing testing
3
Understand customer attitudes & keeping
abreast of changes
Case Study 1: Should Boden
invest in active wear?
What we already know
The active wear market is
growing (& fast!)
Our customers exercise
regularly and also wear
active wear as everyday
casualwear
Market Research: assessing the competition
Customer Research: What do our Insiders
wear?
Customer
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Boden Insiders helped us identify….
When customers currently
wear activewear & what for
Where she currently buys
activewear
Would customers buy
activewear from Boden?
What is important to them in
activewear?
Introducing…Boden Activewear
Case Study 2: Should Boden
invest in pet
accessories/products?
What we already knew…
The UK pet market is
valued at 5.4 billion
*including food and
accessories
Dogs and cats are key to
the pet markets
performance
Toys account for 30-35%
of the pet products market
Competitor Research: what other
retailers are selling
Boden Insiders helped us identify…..
What pets our customers have
(size/shape)
Which pet accessories/products
our customers currently
purchase & where from
How much they spend on pet
accessories
What is important to them (what
we should shout about in our pet
marketing)
Would they buy pet products from
Boden?
Case Study 3: Choosing catalogue
covers
What we already know….
Our customers are very reactive
to what is on her catalogue cover
The model has to appear happy,
smiling and natural
She likes to see uplifting
photography
She likes it to be bold and
colourful
She likes it to be aspirational
Take a guess…What do you think her
favourite cover was for Spring?
Cover 1
Cover 2
Cover 3
And the winner was…
Cover 2
Cover 3
Cover 1
What’s next for Boden Insiders?
Boden
Insiders restage
Segment the
panel to
include more
customer
types
Keep ahead
of customer
shopping
habits
Identify More
revenue
driving
opportunities
for Boden
Share our
findings with
the wider
business
Thank you!
Any questions?