Customer-centric marketing optimisation

Our client, a leading international provider of solar technology, was planning the market launch of a plug-in solar portfolio for private customers in the DACH region. The market segment of balcony and small systems was growing rapidly, but was characterised by new competitors, non-transparent information channels and a heterogeneous target group of tenants and owners. In order to optimise the use of limited marketing resources, the company needed a deep understanding of the customer decision journey and precise target group personas to effectively manage future campaigns.

The project began with a comprehensive secondary analysis of existing market and target group studies in order to identify key trends, purchasing barriers and decision levers. Building on this, we conducted qualitative in-depth interviews with potential customers in Germany and Austria. The interviews shed light on the individual phases of the customer decision journey – from initial awareness to information and evaluation processes through to the purchase decision and utilisation.

We used the findings to develop detailed personas that made the different motivations and information behaviour of the target groups tangible. In a final, collaborative workshop, the results were brought together and specific marketing ideas were derived and prioritised. Based on this, a marketing roadmap was created that depicts short-term quick wins as well as medium and long-term measures for market development.

The project provided a deep understanding of the target groups and their decision-making processes, which now serves as the strategic basis for all marketing measures. The personas developed and the customer decision journey enable a precise and effective approach along the relevant touchpoints. The derived roadmap enabled the client to focus its marketing resources and significantly increase the efficiency of the planned campaigns.