Crescendo Consulting Group

Client: Professional Association

Industry: Retail

Services provided: Research,

Situation:

The client is a national trade association representing over 11,000 retail organizations selling high-end consumer products.

Association management and board members realized there was a need to better understand the dramatic cultural, racial, and demographic shifts taking place across the United States and to anticipate how these trends would impact the future of their industry.   

Methods:

To develop an insightful national perspective on America's changing retail consumer, Crescendo Consulting Group initiated a three-phase process.  In the qualitative research phase, Crescendo consultants interviewed a select group of industry leaders from across the country to identify trends and to gain insight into the emerging and non-traditional consumer markets.  In the quantitative phase, more than 300 retailers were surveyed to explore the scope of change among high-end retail consumer groups, identify emerging opportunities, and develop strategies to capitalize on these opportunities.  The third phase of the project included a literature review and development of an industry white paper.  The white paper profiled the industry's changing consumer and provides marketing strategies for retailers to meet the needs and expectations of these consumers in the future.  The white paper was presented to members and at an industry trade conference.

Results:

Subsequent member research indicated the white paper and its recommendations were well received by members.  The document became the foundation for strategic marketing plans, which are assisting the association in developing programs that address and target today's more diverse, non-traditional consumer market.