Case study

Creating the best brand for the customer

Business challenge

  • The brand aims to position itself as a high quality, high class and innovative one.
  • They aim to deliver excellent service to their retailers and become their preferred supplier.
  • They want to offer the best product portfolio in the market to their retailers.




Business needs

  • How well does the brand perform amidst its competitors?
  • How strong is the supplier-customer relationship?
  • How do retailers experience the customer’s products, service culture, touch points and processes?
  • Which new products should be added to the portfolio?


b²sense approach

  • Bearing in mind the width of this survey, covering branding, customer experience and innovation, we needed to come up with a questionnaire integrating all 3 pillars within a 20 minutes-timeframe so that the very business retailers would not be bothered too much.
  • We covered the most important markets, i.e. Belgium, France, Germany and the Netherlands in order to cover most of the revenue.
  • We conducted 100 phone interviews among on- and off-line retailers from our multi-lingual call center using native speakers.



  • The insights revealed the gaps between internal and external reality.
  • Leverage and improvement areas were identified and management developed a strategy for the future in terms of positioning, communication, touch point- and process organisation and product portfolio.


Sector: Industry

Pillar: brand, CEX, innovation


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