The Challenge

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

The Findings

More than 9 of 10 shoppers indicated that the annual sale was important to their decision to shop at the showroom during the sale and one-half said they delayed their visit to the showroom to take advantage of the annual 40% off sale.

The research revealed that awareness of the annual sale was strong among customers and prospects, driven by Porcelanosa’s targeted mail-based advertising campaign conducted in the weeks prior to the sale.

The Solution

The Olinger Group implemented a program of showroom interviews across all locations among customers attending the annual sale, generating insights to help Porcelanosa determine the effectiveness of the annual sale strategy.

Additionally, Porcelanosa introduced an additional large sale during the July 4th holiday to capitalize on customer’s that wait for a sales promotion to purchase.

The Outcome

After digging deeper to get the customers’ point of view, the insights enabled Porcelanosa to objectively evaluate the effectiveness of the annual sale promotion and adjust the company’s messaging and promotional strategies to increase showroom traffic.

Additionally, Porcelanosa introduced an additional large sale during the July 4th holiday to capitalize on customers that wait for a sales promotion to purchase.

All Our Case Studies

2022-12-02T08:25:25-06:00
plate of fruit and vegetables with exercise equipment and water bottle

Diabetes Support Program

Can patients recognize the warning signs of diabetes? Are they aware of the treatment options? Are they interested in coaching? Find out why our client thinks we’re number 1 when it comes to type 2 diabetes market research.

2022-11-18T08:38:36-06:00
woman cheering while looking at her mobile phone

Health and Wellness Rewards Program

Are healthcare consumers interested in rewards programs? If so, what kind of features are they looking for and what would make them loyal to one brand? TOG got to the pain points on point programs.

2022-11-18T08:34:55-06:00
woman with shopping bags walking into a shopping mall

Luxury Shopping Center

What did a luxury shopping center have to do to attract locals as well as tourists? With a variety of research mythologies including word association, The Olinger Group gave a well-known brand what it needed to revitalize its image.

2022-11-18T08:40:10-06:00
kitchen counter with shelf and fresh herbs and coffee pot and toaster on counter

Porcelanosa Annual Sale

Every year, Porcelanosa had a popular annual 40% off sale but was it working? Was it true that customers were actually waiting to make their purchases until the sale date? Was this hurting the bottom line? TOG bagged the answers.

2022-11-18T08:39:15-06:00
couple eating breakfast looking out a picture window in a hotel room

Luxury Hotel

Can advertising to families actually keep adult and businesses travelers away? Could tweaking the message make guests more willing to pay a higher room rate? The answers were illuminating.

2022-11-18T08:37:41-06:00
hotel del coronado hotel resort picture on lawn

Hotel del Coronado

Can market research actually help a resort sell out its inventory before construction is even completed? What kind of advertising would resonate with buyers? TOG took the guessing out of the equation.

Let’s Make Things Happen

the olinger group O

The Olinger Group

504.208.4300

By submitting my data I agree to be contacted