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Together with Appinio, the e-commerce company investigated whether the target group knows what sets the online store apart from the competition

Client

ABOUT YOU GmbH

Industry

Fashion & E-Commerce

Use case

Concept Testing & Product Development

Employees

> 500

Set-Up

1,200 Respondents

16- to 69-year-olds in Germany

14 questions

Duration: 24 h

The Challenge

ABOUT YOU is one of the fastest-growing e-commerce companies in Europe. At the heart of the Hamburg-based company is an online clothing store that adapts to the individual style of its customers by showing them only personalised, relevant products and outfit suggestions.

The personalised online store is constantly being developed further. New app concepts are integrated and innovative products are developed. For a company that develops close to the pulse of time, it is important to gain direct and, above all, quick insights into the wide range of opinions of its target group.

When ABOUT YOU develops new concepts in marketing, it is now part of the company's process to survey its target group with the help of Appinio. For ABOUT YOU, Appinio is a mouthpiece through which the company can directly contact its customers and those who might become customers in the future.

ABOUT YOU regularly conducts surveys on a wide variety of topics with Appinio. One of the surveys was about understanding whether the online store's target group knows how it stands out from the competition. Unlike other fashion online stores, ABOUT YOU not only offers a 100-day return policy and free delivery and return shipping.

What makes the online store particularly unique is its personalization concept: the offers shown to customers on the fashion platform are specifically tailored to the customer's personal taste. This means that online shoppers are only suggested products that also match their style.

Objectives

With the help of an Appinio survey, ABOUT YOU wanted to find out whether its target group knows which USPs make ABOUT YOU special and set it apart from other online stores. ABOUT YOU's long-term goal is to adapt the communication of its USPs based on the results of the survey.

Solution

ABOUT YOU surveyed 1,200 people aged 16 to 69 in Germany via Appinio. The structure of the sample roughly corresponded to ABOUT YOU's target group. 14 percent of respondents were under 19 years old, 80 percent were between 20 and 49, and 7 percent were 50 or older. Men and women were equally distributed.

ABOUT YOU created the survey independently in Appinio's self-service market research tool. The question types used were mainly multiple-choice, but also Likert scales. In addition, a filter guide was used, whereby some questions were only played to those participants who had given a certain answer to a previous question.

After the survey was created, it was briefly reviewed by a market researcher at Appinio and sent to the field of participants just a few minutes later. From that moment on, ABOUT YOU was able to follow the results live via the Appinio dashboard. The survey with 1,200 participants was completed within a day and could then be evaluated by ABOUT YOU using the analysis functions in the Appinio dashboard.

The results

The insights from the Appinio study help ABOUT YOU to concretize the communication strategy of its USPs in marketing. For example, it was found that more than 75 percent of people who know ABOUT YOU already know that they are mostly only offered products on aboutyou.de that match their personal style. And almost 90 percent know that ABOUT YOU inspires them through sample outfits and through influencers.

This clearly shows that the previous communication strategy in marketing was able to efficiently position these important features.

In addition, the knowledge about other services, such as free shipping, return shipping or the long right of return, is not yet so strongly anchored in the minds of the target group.

As an agile company, ABOUT YOU can respond to this very quickly in marketing with the help of such results. The USPs, such as free delivery, are now increasingly communicated through marketing measures, such as out-of-home motifs or TV commercials.

Example of out-of-home motif:

“For us as a fast-growing company, one thing above all is important: agility. For us, the customer is the focus and for him we work flexibly and proactively on the future of e-commerce. Appinio provides us with market research results in real time and is therefore a perfect fit for our needs. Whenever we have a fixed idea, we now validate it with Appinio - so we are directly in touch with our customers.“