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Understanding behavioural drivers: How I helped DreamCloud explain their sudden uptick in sales

Direct-to-consumer ecommerce

One of the fastest-growing luxury hybrid beds-in-a-box in 2019

Rich in big data

DreamCloud was swimming in big data - but they lacked the qualitative insight to explain the numbers they were seeing. 

Where were the new sales coming from? Was it COVID-19? The stimulus checks? Was seasonality shifting? Were new leads finding the site? Was it in the offer?

“We’ve had a steady uptick in sales since the beginning of the pandemic. We need to find out what’s going on. What are we doing right?”

To address these questions, I conducted, synthesized and analyzed the following:

 

  • Internal stakeholder interviews-first with leadership to align on hypotheses and project goals and then with marketing, product and sales to collect anecdotal customer insight from front line employees.
  • Lead and customer surveys-to understand and compare drivers behind the lead decision to sign up and the customer decision to buy.
  • In-depth customer interviews-to explore patterns in buying behaviours (motivations, drivers, objections) and triggers (hesitations, purchase prompts).

The Solution

Analysis of survey responses and customer interviews revealed key insight into DreamCloud’s:

  • target audience and ideal customer (including psychographics and behaviorgraphics);
  • true buyer’s journey;
  • buying triggers and purchase prompts; and
  • buying objections.

Being able to move beyond and rationalize the numbers with real customer experiences and insightincluding voice of customer datahelped DreamCloud craft relevant, attention-grabbing marketing messages at each stage of the buyer’s journey.

Jared Graf, GM & VP
of Marketing at DreamCloud

“The missing glue in our messaging strategy”

“We have a ton of big data options internally when it comes to understanding the customer, but it wasn’t until Hannah layered on her qualitative research that we truly started to see them in colour. She unlocked a whole new area of insight for us that we previously hadn’t considered – it was the missing glue in our messaging strategy.”

“The missing glue in our messaging strategy”

-Jared Graf, GM & & VP of Marketing at DreamCloud

“We have a ton of big data options internally when it comes to understanding the customer, but it wasn’t until Hannah layered on her qualitative research that we truly started to see them in colour. She unlocked a whole new area of insight for us that we previously hadn’t considered – it was the missing glue in our messaging strategy.”

Know your customer. Know your next step.

Customer insights research for strategic business growth

Hannah Shamji 2020 ©