Sporting good manufacturer

Challenge

This sporting good manufacturer specializes in innovative accessories for cyclists. Before contacting us, its sales and marketing strategy had been focused towards electric bicycle owners. All product descriptions and case studies featured in the media were aimed at that segment. However, sales were struggling to take off…

Solution & Results

We measured customers’ willingness to pay against various demographic variables and market segments in Sweden, Germany and in the United Kingdom. We found that demand amongst electric bicycle owners was actually lower than for other market segments and that, instead, bike commuters had a much higher willingness to buy their products. We also identified which price to set in each market for higher sales volume.