GEORG JENSEN

Georg Jensen customer-centric research methodology

Overview
Georg Jensen is the leading Scandinavian Luxury Lifestyle brand. With stores in over 15 countries, the brand has become the preferred gift destination for Scandinavian design of silver hollowware, jewellery, watches, homeware and seasonal products.

Challenge
Georg Jensen UK instructed Michaela Christine Wolf  to conduct its specialised customer-centric interview research methodology to discover what triggered loyalty amongst top-spending customers.

Solution
After segmenting the customer base Michaela Christine Wolf  interviewed a range of top-spending loyal customers to discover what brought them back to the brand and made them brand ambassadors. The interview and data insights formed the basis for a bespoke targeted CRM strategy to deliver relevant and engaging marketing communication activities to their existing UK clients. It also provided relevant insight to develop a successful acquisition strategy and staff training/motivational programme to help identify, engage and convert potential high spending customers.