Case Studies

Orwell & Watts – 18% net profit increase, NPS +7, 5% CLV increase

About Orwell & Watts

Orwell & Watts is a boutique hair salon with a loyal customer base. Offering high class skill and international experience in a competitive landscape that typically offers lower skill and higher volume.

Snapshot of results

• 18% net profit increase
• 7 point increase in NPS
• 5% increase of CLV

Key goals & challenges

• Improve profits
• Improve customer communications
• Improve customer satisfaction
• Develop effective market positioning

How did BGM help?

Market Intelligence:

• Analysed the total market and competitors to identify strengths and weaknesses vs. total market and competitors
• Interviewed customers based on the JTBD framework
• Analysed customer data
• Audited the marketing, sales, and retention process to identify elements inhibiting scale

 Growth Strategies:  

• A decisive plan on what marketing efforts to focus on and shaving off activities that weren’t contributing directly or indirectly to revenue.
• A clear picture about whom the customers are, what they value and how they communicate.
• Positioning that is congruent and consistent, aligning with the company values and resonates with the customers’ expectations.

 Marketing Tactics:

• Increasing price to optimum range using Van Westendorp Price Sensitivity Meter.
• Communicating price increase clearly and transparent to existing customers.
• Customised communications playbook.
• Establishing a customer satisfaction survey.
• Creation of Hubspot reports, dashboards, and processes to maximise lead conversion rates and revenue growth.

Recap

• We gave a clear understanding of the market and the customers.
• We’ve encouraged a new, more focused, “revenue-driven” approach to marketing.
• We have implemented an optimal pricing structure.