Case Study
Redefining Home Textile Strategy Through Segmentation and Behavioral Insights
overview
Aligning Brand Growth with Consumer Needs
To stay relevant in a crowded category, a home textiles company needed more than product line extensions—it needed a clear view of unmet consumer needs. The goal was to shift from price-driven tactics to a strategy built around actionable insights, enabling smarter brand alignment, innovation, and channel activation.
This segmentation project was designed to uncover high-value consumer segments whose preferences could inform a more thoughtful path to growth across the company’s brand portfolio.
THE PROBLEM
Commodity Fatigue and Lack of Direction
The brand was at risk of falling into the “me-too” trap—launching similar products that blurred The brand was at risk of falling into the “me-too” trap—launching similar products that blurred differentiation and stretched internal resources. Despite a strong product base, there was:
- A gap in understanding which product attributes truly mattered to consumers
- A disconnect between internal assumptions and real shopper behavior
- No clear link between digital engagement and purchase triggers
The business needed to refocus around what consumers actually value—not just what competitors offer.
OUR APPROACH
Agile Segmentation Built for Strategic Action
We conducted a nationally representative survey with over 1,700 home textile shoppers to identify five distinct need-based segments. These ranged from sustainability-driven shoppers to those prioritizing style, sensitivity, or functionality. Additionally, sub-segments were identified to focus on consumers with specific product-based needs.
Rather than stopping at attitudinal profiles, we enriched each segment with behavioral insights through passive digital data—revealing where they shop, what influences them online, and how they make decisions.
Agile reporting allowed the client to get necessary insights quickly to inform key consumer strategy goals and evolving product innovation strategies while facilitating collaborative reporting built on the segmentation insights.
The result
Segment Insights That Drove Brand Growth
This initiative provided more than just consumer understanding—it created alignment across the organization:
- Product development teams used the insights to prioritize innovations focused on fabric technology.
- Marketers tailored messaging to reflect segment priorities such as comfort, sustainability, and visual appeal—backed by digital behavior data.
- Brand managers aligned each portfolio brand to the most relevant segments, minimizing overlap and creating clear white space for growth.
- Retail strategy shifted to reflect where and how each segment prefers to shop, from tactile in-store experiences to curated ecommerce journeys.
“We now have clarity on which consumers we serve best—and how to bring them into our brand family through thoughtful design and messaging.”
proven experience
related case studies
