Case Study 1 : Enhancing Customer Experience at IKEA

Overview

This case study explores how IKEA leverages both digital and physical channels to deliver a unified, engaging, and user-friendly customer experience. With a global presence and a strong digital footprint, IKEA serves as a prime example of experience-led retail innovation in the home furnishing sector.

Objective

To assess IKEA’s current customer experience (CX) practices, identify challenges in integrating online and offline experiences, and recommend strategies to elevate overall CX, focusing on personalization, digital transformation, and operational efficiency.

🛠 Strategy & Execution

Customer Experience Audit

• IKEA’s store layout encourages discovery—similar to a “treasure hunt”—making shopping emotionally engaging.

• Features like supervised play areas and the psychological “IKEA effect” (customer pride in self-assembly) contribute to positive CX.

• Online touchpoints like interactive catalogs, the “Your Custom Space” tool, and mobile apps streamline product discovery and purchase.

Customer Journey Mapping

• Starts with online research or social triggers.

• Converts through both physical and online stores.

• Includes supportive post-purchase experiences like delivery, returns, and warranties.

• Strong eco-conscious branding reinforces emotional and ethical loyalty.

Digital Integration Strengths

• Virtual showrooms and room-scanning tools offer immersive visualization.

• The e-commerce experience is enhanced through responsive design and personalized product recommendations.Key Challenges

1. Product Perception Gaps: Virtual previews may differ from real-world appearance, affecting satisfaction.

2. Stock Discrepancies: Online availability often doesn’t align with in-store stock.

3. In-Store Navigation: Complex layouts can be confusing.

4. Limited Physical Interaction Online: Customers can’t “try before they buy” in a digital environment.

5. Tech Barriers: Advanced features need compatible devices.

6. Lack of Human Assistance Online: No real-time guidance like in-store associates.

Recommendations

1. Enhance In-Store Digital Integration

• AR Visualizers: Let customers preview products in their rooms.

• Mobile Navigation App: Guide users to product locations inside stores.

• Interactive Digital Displays: Offer info, tutorials, and reviews at kiosks.

2. Streamline Order Fulfillment

• Real-Time Stock Updates: Sync inventory across channels.

• Efficient Delivery & Assembly: Offer time slots and easy tracking.

• Proactive Communication: SMS/email updates reduce anxiety and complaints.

3. Invest in Support & Feedback Systems

• Multi-Channel Support: Chat, email, phone—all well-trained.

• Self-Service Resources: FAQs and help centers improve autonomy.

• Continuous Feedback Loop: Use surveys and reviews to drive decisions.

Results & Takeaways

Though a student-driven academic project, this report applies real-world CX strategy principles. Key takeaways include:

• The emotional component of CX is as vital as functionality.

• Bridging online/offline experiences creates seamless brand trust.

• Data, design, and empathy must all work together for a holistic CX approach.

Tools Used

• UX Journey Mapping

• CX Audit Frameworks

• Harvard Business Review References

• IKEA Web/App Interfaces

• AR Visualization Concepts

Case Study 2: Digital Marketing Strategies in the Banking Service Industry

Overview

This case study explores digital marketing in the services sector, with a focus on American Express. As a leader in the financial services industry, AmEx provides a compelling example of how service brands can build emotional connections, enhance brand equity, and deliver value without a tangible product. The project reviews industry strategies, evaluates campaign outcomes, and proposes future-forward insights.

Objective

To assess how financial services—particularly credit card providers—use digital marketing tools to enhance customer acquisition, loyalty, and brand perception, with a deep dive into American Express’s strategic playbook.

Strategy & Execution

Marketing Strategy of Card Companies

• Heavy branding across platforms.

• Strategic co-branding with major retailers and celebrities.

• Promoting social consciousness, e.g., family-oriented messaging.

• Creating exclusivity with products like the AmEx Centurion "Black Card".

Tactics

• Use of simplified logos in digital-first formats.

• Color schemes and slogans adapted for both physical and digital contexts.

• Consistent branding across sponsorships and partner events.

Creative & Messaging

• Projects credit cards as a privilege and lifestyle statement.

• Bold storytelling formats: Mastercard's “Priceless” campaign, AmEx’s “Centurion” mystique.

Channel Mix

• Primary channels:

  • Paid Search

  • Social Media

  • Influencer Marketing

  • Podcasts

• Metrics used:

  • Cost-per-new-customer

  • Account profitability

  • STP (Segment Targeting Positioning) strategies per channel

Storytelling vs. Storydoing

• Storytelling: Emotional branding, e.g., Mastercard’s narrative ads.

• Storydoing: Offering customer-relevant actions and resources (e.g., AmEx’s Open Forum for SMBs).

Call to Action

• Offers like no annual fees, increased limits, or sign-up bonuses to trigger conversions.

Highlighted Campaigns

Example of Good Marketing

• AmEx Open Forum: A community platform hosting expert-driven financial advice.

• Outcome: Increased organic engagement, built trust, and positioned AmEx as a knowledge leader—without heavy content production cost.

Example of Bad Marketing (Industry-wide)

• Mastercard’s “Goals That Change Lives” campaign (2018):

  • Fed 10,000 children per World Cup goal by Messi/Neymar.

  • Result: Huge backlash for gamifying child hunger.

  • Public felt insulted by the idea that meals depended on soccer outcomes.

Results & Takeaways

What Worked:

• Community-building like Open Forum is a low-cost, high-impact strategy.

• Featuring guest contributors built SEO-rich content and loyal readership.

What Failed:

• Mastercard failed to read the room—tying a humanitarian crisis to sports entertainment was tone-deaf.

• Marketing should empathize with users, not exploit emotional triggers irresponsibly.

Recommendations

Improving Poor Campaigns

• Redesign messaging: "Meals provided regardless — goals unlock something extra!"

• Avoid conditional empathy in marketing sensitive topics.

Right Marketing Opportunity

• Stay visible on digital platforms with context-aware content.

• Use timing and audience data to decide what, when, where, and how to launch digital ads.

Tools & Frameworks Used

• STP (Segmentation-Targeting-Positioning)

• Competitive Creative Analysis

• Channel ROI Evaluation

• Brand Story Framework

• UGC Strategy via Community Platforms

Case Study 3 : Market Situation Analysis – Bigelow Tea Company

Overview

This analysis investigates the current landscape of the U.S. tea industry with a strategic lens on Bigelow Tea Company. It explores emerging trends, competitive positioning, distribution dynamics, and market opportunities, helping frame actionable strategies for sustained brand growth in a competitive environment.

Objective

To evaluate Bigelow’s position within the U.S. tea industry, analyze its competitors, identify distribution trends, and suggest niche marketing opportunities that can strengthen its visibility and customer base.

🛠 Strategy & Execution

Industry Trends

• U.S. tea market valued at $51.57B (2021), expected to grow to $80.67B by 2030 at a CAGR of 5.77%.

• Over 50 billion cups of tea consumed annually in the U.S., with 85% iced and 90% black tea.

• Rising interest in:

  • Ready-to-Drink (RTD) teas.

  • Health-focused teas (e.g., digestion, stress relief).

  • Organic & fair-trade certifications.

  • Specialty blends and flavor diversity.

Company Focus: Bigelow Tea

• Family-owned Connecticut-based brand.

• Over 100 tea varieties across 8 product lines including:

  • Bigelow, Bigelow Benefit, Botanical, Steep by Bigelow, and Charleston Tea Garden.

• Products range across:

  • Tea bags, loose-leaf, K-cups, and pyramid bags.

  • Herbal, black, oolong, decaf, fruit, floral, citrus, mint, and functional teas (immunity/digestion).

Key Competitors

• Stash Tea: Known for potent mint & sustainability (B Corporation).

• Harney & Sons: Premium, innovative (Zodiac, CBD teas), strong in digital and content marketing.

• Tazo: Popular for flavored lattes, mixers; partners with nonprofits for environmental justice.

• Yogi Tea: Ayurvedic wellness teas; socially driven partnerships.

Distribution & Channel Insights

Bigelow uses all 4 core channels:

• Supermarkets – Lead in product visibility & variety.

• Grocery & Convenience Stores – Essential for accessibility.

• Online – Fastest-growing segment due to:

  • Mobile-friendly shopping.

  • Brand comparisons and real-time customer reviews.

Emerging Niche Opportunities

• Business Hotels

• Deli Shops

• Concerts/Events

These non-traditional locations offer branding opportunities through trial, taste memory, and repetitive exposure—great for flavor-first products.

Results & Takeaways

Key Learnings

• U.S. market still underdeveloped compared to international tea markets.

• There’s a visible shift toward health-conscious, organic, and experiential products.

• Flavor innovation and social branding drive customer loyalty and virality.

Strategic Recommendations

• Double down on specialty tea SKUs with health benefits.

• Enhance digital footprint through influencer content, storytelling, and wellness education.

• Build partnerships with boutique locations (hotels, cafes, wellness retreats).

• Use QR codes on packaging for digital engagement (recipes, rituals, sustainability stories).

Tools & Methodologies Used

• Market Sizing Analysis

• Competitive Benchmarking

• STP (Segmentation-Targeting-Positioning)

• Channel Distribution Matrix

• Trend Forecasting

Case Study: Loyalty Strategy Analysis for Olympic Rent-A-Car

Overview

Olympic Rent-A-Car, the fourth-largest car rental firm in the U.S. with a 7% market share and $10B in annual revenue, is facing stiff competition from Enterprise and Hertz. This case study explores the competitive pressure from Enterprise’s new loyalty program and proposes data-driven strategies for Olympic to protect and grow its market position.

Objective

To analyze Olympic’s current loyalty framework (Medalist Program), benchmark it against competitors, and recommend customer-centric, financially sustainable strategies to strengthen market share in a loyalty-driven rental industry.

Strategy & Execution

Company Snapshot

• Founded in 1976; operates 108,000 vehicles across 464 U.S. locations.

• Most business (~80%) is derived from airport rentals.

• Key differentiator: competitive rental pricing and Medalist loyalty program.

Medalist Loyalty Program

• Free to join; 16 credits = 1 free rental day or upgrade.

• Generates 21% of company revenue.

• Weakness: limited marketing, only 1 in 10 travelers are members.

• Blackout dates reduce flexibility during peak travel.

Market Challenge

• Enterprise’s new program is more aggressive: rewards based on dollars spent and no blackout dates.

• Risk of price war, rising operational costs, and market erosion if Olympic doesn’t evolve.

Financial Impact Model

• Current free rental cost: ~$7.63M

• Predicted cost to match Enterprise’s model: ~$9.89M

• Cost increase required to stay competitive: ~$2.26M annually

Strategic Recommendations

1. Evolve Loyalty Model – But Smartly

• Introduce spend-based rewards (like Enterprise) for frequent, affluent travelers.

• Retain a simple, day-based reward track for price-sensitive users.

• Offer tiered benefits (Bronze/Silver/Gold) to maximize retention across segments.

2. Modify Blackout Rules

• Instead of removing them entirely, limit blackout dates to prevent brand damage while protecting peak inventory.

• Focus reward redemptions during off-peak seasons with value add-ons.

3. Expand Digital Presence

• Strengthen online bookings and optimize visibility on Kayak, Expedia, Priceline, etc.

• Improve website UX, integrate loyalty tracking and tier-based reward calculators.

4. Partner Ecosystem

• Collaborate with credit card companies, airlines, and hotels for bundled loyalty perks.

• Incentivize employer-corporate partnerships for business traveler retention.

5. Use Analytics for Optimization

• Track member behavior and optimize reward thresholds by profitability tiers.

• Utilize fleet analytics to improve vehicle utilization and reward value modeling.

Results & Takeaways

Key Learnings

• A one-size-fits-all loyalty strategy doesn’t work in a fragmented user base.

• Customer retention is cheaper and more profitable than acquisition.

• Digital price transparency platforms make brand loyalty fragile if not maintained.

Tools & Methodologies Used

• Loyalty Program ROI Modeling

• Variable Cost Forecasting

• Competitive Benchmarking

• Customer Segmentation Analysis

• Third-party Platform Strategy

Case Study: Market Strategy for L’Oréal’s New Hair Trend Product

Overview

This case study explores the evolving landscape of hair color trends and how L’Oréal can strategically position a new product in a competitive market. It focuses on the rise of unconventional styles such as ombre, tie-dye, and splat, evaluating them for product viability, and recommending a marketing and branding strategy for global rollout.

Objective

To identify the most promising hair trend for new product development and design a tailored launch strategy for L’Oréal that considers market segmentation, regional sensitivities, and digital-first consumer engagement.

Strategy & Execution

Trend Analysis

• Ombre: Most popular trend in search volume and YouTube engagement.

• Tie-Dye: Gaining momentum, particularly through influencer content and youth appeal.

• Splat: Chosen as most viable due to:

  • Gender neutrality

  • Flexible application styles (all-over or streaks)

  • Broader demographic appeal

Target Market Selection

• Avoid home hair color segment (deemed unpromising in 2012).

• Focus on the professional haircare market with crossover consumer appeal.

• Ensure the product is salon-quality but accessible in pricing.

Branding & Positioning

• No need for an extreme product name—focus on recognizability and emotional connection.

• Utilize trend detection tools and social media listening to gauge longevity and user feedback.

Strategic Recommendations

1. Marketing Mix Strategy

• Combine traditional media (billboards, TV) with social media-first strategies.

• Launch with:

  • Dedicated Facebook page

  • Instagram polls, reels, influencer/model takeovers

  • YouTube demos by creators showing color transformations

  • Pinterest boards for style inspiration

2. Influencer Activation

• Use ambassadorship campaigns to create buzz.

• Partner with stylists and creators for tutorial-based UGC.

• Encourage feedback loops to crowdsource improvements.

3. Global Customization

• Tailor campaigns per region:

  • Consider cultural norms, conservatism, and fashion openness.

  • Adjust pricing and distribution by market conditions and competitor behavior.

Market Differentiation Strategy

L’Oréal's edge lies in hyper-local customization, enabling:

• Relevance to diverse consumers

• Competitive advantage against one-size-fits-all rivals

• Seamless alignment with global expansion goals

Result: L’Oréal’s approach contributed to its global growth, culminating in over €5.54 billion in operating revenue, reinforcing its position as the world’s largest cosmetics brand.

Tools & Methodologies Used

• Social Media Listening

• Competitive Trend Analysis

• Multinational Go-To-Market Strategy

• Influencer Marketing Framework

• Hybrid Marketing Mix Design