Challenge: Designing New Hiking Shoes
Before launching a new range of trail shoes to compete with Salomon – the largest player in the market – our client needed to validate assumptions about his product development plan. Faced with the lack of reliable and easily accessible data, our client needed to quickly understand what the French Hikers expect from outdoor shoes. Our client also needed to measure the three major competitive groups online authority: manufacturers, historical retailers and e-merchants.
Our client’s business questions :
- What are the categories of outdoor products most searched by French People ? What type of activity (hiking, mountain, trail, etc.)?
- Is the seasonality similar for all categories?
- Is there a stronger local sensitivity to certain products depending on the region?
- Does the female target have the same expectations as the male target?
Solution: Detecting What Consumers Want with Search Intelligence
The Outdoor company enlisted Trajaan to make a location solution that allowed them to detect local demands for trail and hiking shoes. All the Google Searches including trail and hiking topics related were collected and analysed. These information enabled our client to understand local shoes preferences for men an women.
Market Opportunities Visualisation for Outdoor Shoes (cities with the highest local demand for Outdoor Shoes ) – Over 40% of searches are associated with a brand. Perpignan, Clermont, Bordeaux and Grenoble were among the cities with the highest sensitivity to walking.
By compiling all Google Searches over the past 12 months, our client was able to visualize the major trends in the outdoor footwear market. It appears that Trail and trekking activities were less trendy than hiking or walking, which revealed a more stable demand.
Results: Translating located insights into business decisions
With the management of their location data via our Trajaan platform, the Outdoor Company Food was able to validate the french interest for Hiking and Walking and decided to focus their product development on this segment only abandoning the Trail and Trekking shoes first hypothesis. Our client also decided to distribute their new shoes in cities with the highest sensitivity and abandon the idea to launch in big metropolises such as Paris.
As our client was satisfied with their first study and as they had some ambitions abroad, they have recently asked Trajaan to validate a market potential in the UK. So what do you think ? Starting an outdoor store in the United Kingdom: good or bad idea?