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.
- 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.
- 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.
Through research and analysis, we have distinguished the UVP (Unique Value Proposition) for Domneo.pl and created a core brand mission.
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.