Objective and Scope:

The client, a leading capital management firm, sought a data-driven understanding of customer behavior and brand performance for a leading footwear brand across Indian geographies. Benori was engaged to apply customer analytics to evaluate brand positioning and uncover insights across the customer lifecycle, including:

• Customer segmentation based on usage, demographics, and geography
• Analysis of consumer perception, spending behavior, buying frequency, and share of wallet
• Assessment of price sensitivity and preferred purchase channels
• Propensity analysis to estimate future purchase likelihood among non-users

Approach:

Benori conducted a structured customer analytics exercise leveraging primary data collection and advanced analytical techniques. An online survey was administered across approximately ten metro and tier-I cities and five tier-II and tier-III cities in India, covering both existing customers and non-customers. The data was analyzed to build customer segments, identify behavioral patterns, and generate actionable insights across the purchase funnel.

Impact:

The analytics-driven assessment enabled the client to:

• Quantify brand advocacy and customer satisfaction using net promoter score (NPS) analysis across segments and regions
• Compare brand perception and equity across geographies and customer cohorts
• Identify key purchase drivers and decision triggers influencing footwear purchases
• Understand the influence of sales personnel and in-store engagement across the customer journey
• Map channel preferences between online and offline touchpoints to inform distribution and go-to-market strategy