Porcelanosa is a luxury home furnishings company, specializing in tile, kitchen, bath, and hardwood products sold directly to consumers. Once per year, the company holds a successful company-wide 40% off sale in its showrooms, but management had begun to question the ROI associated with conducting the annual sale.
Management needed to:
Quantify awareness of the annual sale among customers and prospects
Determine how customers learned about the annual sale
Develop customer and prospect profiles in terms of brand and category usage behaviors
Identify the specific product lines customers are looking to purchase and the key drivers of those purchases
Determine if the sale continues to attract new customers or if only existing customers participate
Understand the level of repeat purchases generated by the annual sale