Domain Home
Furnishings
Domain operates 26 company-owned home furnishing stores throughout the Northeast. The brand has a very loyal customer base, but has seen increasing competition from many fronts (Restoration Hardware, online retailers, Crate & Barrel, etc.).
Domain and The Insight Group conducted a series of research studies to uncover the emotional issues that are important to women when putting together a home. Women want a home that reflects their personality and unique vision and they want a home that doesn't look like everyone else's.
We interviewed Domain customers in two key markets. Through a combination of Dyads and Triads, we were able to segment different customers and learn more about the passions that influenced their buying decisions and to also learn what the desired benefit of shopping at Domain was for these customers.
Because of The Insight Group's research, Domain has implemented major changes to make the in-store shopping experience more exciting. Additionally, through our research, we were able to identify opportunities to build long-term relationships through loyalty marketing programs that reward Domain's most frequent customers. Domain has had the best year in its history with unprecedented sales throughout the chain.
Back to Case Studies