“The market intelligence provided by Clusters has provided the foundation for our growth. Since using the Clusters data we’ve seen a 60 to 80% increase in revenues.”
Simon Turner, Marketing Manager at Quayside Clothing
Our partnership in brief
Clusters supported Quayside Clothing in identifying new growth opportunities through targeted market intelligence designed to strengthen positioning in a competitive ecommerce landscape.
The research uncovered new insights into buyer behaviour, decision drivers and market potential, helping the business refine its targeting, messaging and brand positioning.
The findings informed a clearer growth strategy focused on credibility, quality and enterprise audiences, enabling the company to attract larger customers and improve conversion performance.
The result was measurable commercial impact, with significant revenue growth supported by insight-led decision-making.
The challenge
Established in 1995, Manchester-based Quayside Clothing Group is an online supplier of wholesale and personalised clothing. All of the Group’s business is conducted through the ecommerce websites Polo-Shirts.co.uk and Clothes2Order.com.
In a fiercely competitive SME market the company needed to stand out in order to grow.
Simon Turner, marketing manager, Quayside Clothing, explained,
We needed some good market insight to identify new customers.
The company contacted Clusters, a quantitative research agency, expert at helping businesses compete through market segmentation and precise customer targeting.
The solution
Surprise discoveries
Clusters launched an interactive consumer panel aimed at a representative group of people who buy company clothing. The results were both unexpected and encouraging: the number of people responsible for making company clothing decisions was higher than anticipated.
Clusters also identified different categories of buyers and factors that influenced buying decisions. For example some buyers sought out prices while others looked for quality, a wide choice range and professionalism. A demographic element in the survey also grouped people according to business size and their position in the company.
The results
Insight
The intelligence was used to shape Quayside’s rebranding and targeting.
Simon Turner said,
We used the data to build credibility by rebranding our website, highlighting the previous work we’ve done, and focusing on the quality we have achieved.
The data was also used to establish professional tone of voice. Clusters research revealed that credibility among enterprise-size organisations was an important criterion.
Turner commented,
We’ve seen a big improvement in terms of website traffic and conversion rates. But more importantly this has led to increased business.
he company has attracted a number of high profile corporate customers like Skype and Google and is expecting to draw in more enterprise sized clients.
Foundation for growth
Turner added,
The market intelligence provided by Clusters provides the foundation for our growth. Their team worked within a tight time frame and delivered new and fresh insight that made a huge difference. Since using the Clusters data we’ve seen a 60 to 80 percent increase in revenues, and we’re now well on our way to doubling the business within two years.
Awards
Following the changes Quayside Clothing initiated based on the intelligence provided by Clusters, the ecommerce site Clothes2Order recently won the award for Best in Digital at the UK Customer Experience Awards.
Simon Turner commented,
The research definitely played a big part in helping us reach award-winning standards!
Tell us about your business
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Our work
Turner: TV audience reporting
Clusters supported Turner in transforming a time-intensive monthly reporting process into a faster, more scalable and insight-driven system. By automating complex multi-market TV and online performance reporting, the project enabled the research team to move away from manual data handling and focus on analysis and decision support.
Building a segment-driven strategy in a competitive automotive market
Clusters partnered with a leading automotive parts and accessories retailer to develop a fully segment-driven UK growth strategy across online and in-store channels.
Institute of Directors: Price and proposition testing
Clusters supported the Institute of Directors in reshaping its membership offer through pricing and proposition testing designed to identify the most compelling packages and optimal price points. Building on earlier strategic research, the study explored how current and prospective members responded to different membership propositions and what they considered fair value.
Using consumer segmentation to accelerate European growth
Clusters partnered with a leading international baby products brand to support its European growth strategy.