A critical aspect of the project was understanding Allsteel’s brand, customers, competitors, and audience paths to purchase. This began with a qualitative discovery phase in order to better understand high-end workplace furnishings buyers and their journey throughout the product life cycle. Bounteous conducted in-depth interviews with Allsteel executives, customers, partners, and influencers in addition to a competitive audit and a client workshop. These exercises uncovered potential brand territories and a customer journey map.
We then conducted a quantitative study and analysis into the customer purchase process, motivations, influencers, and brand territories to validate the qualitative research. This research informed a segment targeting strategy, validated the journey map, and provided a direction for brand evolution.
Bounteous married many aspects of the Allsteel’s brand heritage, its DNA, with an elevated expectation from its Members, its stakeholder groups and its customers, to co-develop a brand strategy with Allsteel that is designed to both inspire its Members and stakeholders, and attract and retain their ideal customer. The brand strategy becomes the fountainhead from which all experience elements that the Allsteel brand delivers are uniquely and unapologetically Allsteel. Engaging Allsteel in the brand strategy process encouraged buy-in and instilled a deep understanding of their customer so they could activate meaningful experiences.