Domneo.pl
Communication strategy for an e-commerce brand in the bathroom sector - Domneo.pl
Domneo.pl is an innovative B2C online store for the home furnishing industry with a particular focus on the bathroom sector. The brand has a unique offering, including products from leading global manufacturers and well-known brands.
The main differentiator of Domneo.pl is its “finished bathrooms” service, where customers can buy an entire bathroom design (including all fixtures and fittings) with a single click of a button, with the main highlight being the option to buy an entire bathroom design directly through the website. Domneo.pl has hundreds of ready-made arrangements, which area adapted by the brand’s designers to the room dimensions free of charge.
Objective
- Creating a new distinctive brand in the bathroom sector that will lead the online shopping category for bathroom furnishings and, in the years to come, other rooms and accessories for the home.
- Creating communication and brand values that address and respond to real customer needs and concerns and support the new solution of purchasing full bathroom fixtures and fittings based on ready-made inspirations.
- Developing a unique language and ways of communicating the brand that will allow it to stand out, be positively perceived by customers and build its leadership position in the category.
Solution proposal
- We analysed customer needs, the brand and its environment. The analysis included, among other things, qualitative research: in-depth interviews with potential customers, quantitative research with representatives of target groups, interviews with brand developers, analysis of language and competitor communication channels, trend analysis.
- We held a series of strategy workshops where we defined the main target groups, mission and brand differentiators with the brand team.
- We created a brand strategy and communication strategy with an action plan and examples of its implementation in priority channels aligned to the brand.
Results
-
Brand UVP
Through research and analysis, we have distinguished the UVP (Unique Value Proposition) for Domneo.pl and created a core brand mission.
-
Brand strategy
As a result of the analysis and workshops, we prepared a condensed document that includes the brand’s key values and differentiators, its positioning, defines its character (textually and visually) and its value proposition for target customers.
-
Action plan and communication strategy
Based on the accepted brand strategy, we created a communication strategy with an action plan for 12 months, KPIs set for each of the channels selected during the strategic work, and guidelines for marketing and sales creations.
Client testimonials
“MOXIE creative agency […] carried out activities for the DOMNEO brand in the scope of:
– customer analysis including qualitative and quantitative research (development of the research concept, conducting the research, analysis, collection and – presentation of key findings),
– competitive analysis of the Polish market and selected foreign brands,
– brand analysis, which included an analysis of supplied internal materials and in-depth interviews with representatives and specialists from various departments,
– preparation and facilitation of 3 strategy workshops,
– creation and development of a brand strategy document,
– creation and development of a communication strategy document with recommendations for action for 12 months.
At the same time I can confirm that the services were performed diligently, on time and with commitment from the MOXIE agency.”
