Bratt Decor

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// CASE STUDY
Bratt Decor
Makers of designer baby cribs and luxury nursery furniture
// CHALLENGE
Grow revenue for nursery products by providing more value to brand-conscious first-time parents than
competing luxury brands.
// SOLUTION
Bratt Decor partnered with Vennli, whose software and services improve business decisions by making it
easy to understand how customers make choices. Using the integrated survey platform, Bratt Decor easily
gathered real-time insights about what’s most important to customers and how they choose between
competitors. Intuitive data visualization quickly lead to decisions aligned with customer needs.
Vennli, Inc. | 112 W. Jefferson, Suite 500, South Bend, IN 46601
Vennli.com | 574.344.2022 | [email protected]
// KEY INSIGHTS TO DRIVE BETTER DECISIONS
Bratt Decor wanted to measure their brand awareness at the national level and identify opportunities for new growth. After
analyzing the results, they learned that their brand was competitive at a national level and several growth opportunities were
revealed.
In particular, customer-service related factors (easy returns, free delivery) were perceived to be unmet customer needs,
even when compared to Pottery Barn, their largest national competitor. This represents an opportunity for Bratt Decor to
differentiate themselves in a manner that’s important to prospective customers
Bratt Decor’s Competitive Advantage
Bratt Decor’s Points of
Low Value
This is why customers choose Bratt Decor.
Strategies should aim to build and defend this area.
Unmet Customer Needs
These are opportunities for
innovation and improvement.
These may be things to stop
doing, thereby freeing up
resources.
Low Value in Common
Let competitors have these
and instead focus on more
important factors.
BRATT DECOR
NURSERY
PRODUCTS
CUSTOMER
Maintain performance on
these factors, and think about
improving performance to
differentiate.
Competitor’s Competitive
Advantage
Competitor’s Points of
Low Value
May be able to leverage value
they think is important but isn’t.
Points of Parity
LARGE
NATIONAL
COMPETITOR
This is why customers choose
the competitor.
More surprising to them, factors highlighting traditional strengths of a small boutique brand were of low
importance to most customers (such as free design services, connection to company, small designer brand,
etc.). However, current customers who owned multiple pieces of Bratt Decor’s furniture were more likely to value
these aspects.
// RESULTS
Bratt Decor acted immediately to implement a hassle-free free return on all cribs. They are also using the
insights to inform business development strategy, marketing campaigns, and brand positioning. “The vLens is so cool. I appreciated the tactical recommendations that we could implement immediately. It really
helps focus our strategy to grow our brand.” Mary Bauer, founder of Bratt Decor.
Vennli, Inc. | 112 W. Jefferson, Suite 500, South Bend, IN 46601
Vennli.com | 574.344.2022 | [email protected]
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