Endura's Global Segmentation
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Endura's Global Segmentation
As part of our ongoing partnership with Pentland Brands, we’ve been supporting their portfolio on a journey toward greater consumer centricity.
One key project involved working closely with their cycling brand, Endura, to connect them more deeply with their target buyers through a global segmentation initiative. Endura’s ambitious goal is to double in size within the next eight years and become the world’s most loved disruptor brand in the cycling lifestyle space.
To help them achieve this, ImpactSense delivered a segmentation framework that not only deepened consumer understanding but also identified the most strategic opportunities for growth. This work is setting Endura on the right path to reaching their goals and this video brings that to life through the team’s own words.
Going beyond the segments - ensuring the business actually uses them
At ImpactSense we are all about bridging the gap between insights and application. This means producing trusted, robust data sets and then actively supporting our partners to apply these findings in their day-to-day work.
When delivering this project for Endura, we did the usual things; bringing the segments to life through visualised data, an interactive dashboard, an engaging narrative report with recommendations, a golden question framework to ensure these segments can develop over time. But we also, took over a bike workshop in Edinburgh for the day and got teams across the business (not just marketing) to play with the segments, touch and feel their favourite products, innovate new product ideas with the segments in mind, as well as producing short videos to share the findings and personalities that make up each segment in a way that’s captivating and engaging for all employees.
This is of course just the first step to embedding segments and you can find out more about how we do this in our blog on Embedding Customer Segments: A 90-Day Guide to Streamlined Integration.
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