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Internet Brands
Helping internet first brands to understand customer acquisition, unit economics, scaling to serve the ‘digital consumer’ effectively
What we do
- What are the key customer segments that the brand can serve?
- What are the key purchase criteria of different customer segments?
- How can the brand extend its reach to new and emerging customer segments?
- How to prioritize customer segments based on strategic fit, winnability and CLTV?
- How can the offering be customized to serve different customer segment needs?
- What capabilities does the brand need to develop to improve customer retention, repeat purchases and expand reach?
- Are there any risks / opportunity costs associated with prioritizing one customer segment over another?
- How do customers build cart on different ecommerce channels?
- Where do prospective customers spend time on the ecommerce website before making purchase decisions?
- Which key products create a demand-pull for internet first brands?
- How can brands improve navigation experience on their own website?
- What are the reasons for abandoning shopping cart on the brand’s own website?
- How to listen to social and customer data to shape customer navigation on brands’ own website?
- Is the user interface simple / easy to use for the not so tech-savvy customer?
- Does the website / app include clear call-to-action (CTA) buttons?
- What is the right way to estimate the amount of business lost due to people not locating CTA buttons?
- As the category evolves, how to ensure that the app and website content / design reflect the latest customer trends / needs?
- How to understand emerging needs and deepen understanding of customers to personalize digital commerce operations?
- How to use multivariant testing to optimize for different customer segments?
- What drives adoption of the internet first brands – What is the role of ‘key products’ in driving adoption?
- What are the product offerings customers are aware of and currently using?
- What is the frequency of usage and use cases across product categories?
- Are there any products / offerings not available to customers? If yes, why?
- What are some of the unmet / latent needs across existing products?
- What are the top features of your product / service which attract customers?
- How to grow an internet first brand sustainably while maintaining a high customer retention rate?
- Share of returning customers vs. one-timers – what are the strategic and operational implications?
- What is the mix of new vs. returning customers from the total customers?
- What action items can one prioritize and implement to encourage repeat purchase?
- What is the customer churn rate and how does it compare with the industry standard?
- How is the quality of customer cohorts changing – AOV, repeat purchase, retention, and cross selling?
- Which advertising channels and strategies are more favourable to improve customer acquisition?
- Why and which customer segments are promoters or detractors (reasons and strategic implications)?
- How to use the NPS effectively in combination with other operational and financial metrics such as churn and growth?
- How to efficiently link customer satisfaction to employee targets and incentives?
- How does the NPS vary across regions and products and how does it compare with major competitors?
- What are the key improvement areas across product categories?
- What is the level of customer stickiness across product categories?
- What are the specific triggers / levers that would make customers shift to another brand?
- What are the relative strengths and weaknesses that have the highest impact on NPS?
- What is the broader customer sentiment in the ecosystem and what are the best ways to identify it?
- What quantitative / qualitative tools to use for diagnostics and root cause analysis
- How to use ‘voice of customer’ and sentiment analysis for product improvement and enhancing customer satisfaction?
- How do online product ratings / reviews compare with other brands? What are the key factors driving the ratings / review of the product?
- How has customer experience been with different offerings across other product categories?
- What are the reasons for preference of a particular internet brand over others?
- What do customers like / dislike about the brand and overall service experience?
- What are the key elements to provide a comprehensive user experience?
- What are the price points at which competitor brands stack up at?
- What are the prices across different channels (offline and online)?
- Does product / service pricing align with consumers perception of brand’s premium / niche?
- On the price ladder, where does the service / product rank amongst competitor products?
- How does one sustain a competitive pricing advantage against competitors across online and offline channels?
- Is the pricing model aligned with the value customers extract from the product?
- What is the product assortment mix across the company vs. competition?
- What products in the portfolio align with the overall brand image – nurture new brands in identified sweet-spots
- Evaluation of different product assortment mixes across various digital commerce operations (app, website, marketplace) for revenue acceleration
- How is the current product mix contributing to the overall profit margin?
- Based on the existing contribution margins, what products / brands can be dropped / discontinued?
- Are the current products / offerings able to meet the needs of various customer segments?
- Which products from the assortment can be bundled to increase the AOV?
- Which stage are the individual products / brands at in the product life cycle?
- Which competitors are the customers aware of?
- What is the perception of own product vis-à-vis the competition?
- How are competitors marketing / positioning their products to the customer base?
- What is the strength of the digital marketing initiatives of the competitors (social communities, influencer marketing, relevant content, customer engagement etc.)?
- What is the value proposition offered by competitors?
- Have the competitors made any strategic product, pricing, packaging, or partnership moves lately?
- Within the primary customer segment, is any competitor attracting more customers? If so, Why?
- What is the competitors’ customer acquisition cost vis-à-vis own company?
- How does competition’s marketing spend vary across digital commerce channels / geographies vs. own company?
- What ROI have we seen on digital marketing initiatives by channels (cost-per-click (CPC, SEO, etc.)?
- Is it more profitable to do marketing in-house rather than outsourcing to specialists?
- How do competitors allocate their marketing spends (digital vs traditional channels)?
- How do competitors allocate their digital marketing spend between influencers, community building (social) and ecommerce platforms?
- How are marketing campaigns aligned to new product enhancements, or launches, and how often is it updated, relative to the competitors?
- How do competitors’ advertising spends fare vs own company?
- What is the frequency, channel contribution of ads of competition vs own company?
- What is the click through rate, and conversion per click rate of different ad campaigns?
- What ROI have we seen from different digital campaigns?
- With the offering constantly evolving, are the advertisements driving home the key message of the brand / product?
- What are the key drivers of category growth?
- What are the key metrics – overall category growth rate, sub-category growth rate, unit economics indicating?
- What are the emerging trends in this category?
- Which global trends in the category are yet to arrive in India?
- How does one segregate trends from fads in this category?
- How to identify new emerging product themes basis digital data?
- Is there a way / method to pick up trends in this category before they become mainstream?
- How does the target fare against competition across key operational and financial metrics?
- Product depth / assortment, organizational metrics, brand benchmarking of target vs. category peers / leaders
- What are the key demand drivers: Trends influencing / shaping consumer behavior?
- Which customer segments are driving the category? Which segment does the target cater to?
- What is the CAC and LTV of target? Are they above / below industry standards?
- How adept is the existing management at driving growth? What is their track record?
- How fragmented is the market in which the target is operating?
- In how much time can the target scale their business?
- How is the market potential split across different geographies / customer segments / channels etc.?
- How is the channel mix of overall product category expected to change? How much of the sales in the category will happen via online channels?
- What is the bottom-up / top-down market size across different product categories in Internet brands?
- What are the market growth rates of different product categories of the internet brands?
- What is the market share of various product categories in internet brands?
- How fragmented is the market in various product categories in Internet brands?
- How well do the products align with the market needs / requirements?
- What is the market potential of the company in the near and long-term?
- Is it possible to develop a new market for our products?
- What specific service behaviors are expected?
- How is the overall shopping experience on internet brand’s own website? (including time to build cart and place purchase order, access to reviews, etc.)
- Are there specific profiling questions expected to be asked? – if so, what are they?
- How do you want shoppers to ask for feedback about the brand?
- Are there specific follow-up behaviors that are expected, such as getting contact information, suggesting another appointment, or offering to call the customer?
- Is the mystery shopping supposed to be aided or unaided?
- Can the brand expand into natural adjacencies – what is the future share of the wallet?
- How can the company understand / capitalize on emerging needs and deepen relevance to increase the future share of wallet?
- How to identify loyal customers to increase the share of wallet?
- Which customer / customer segment will subscribe to the new product, given their earlier purchase history with the company?
- Is there an opportunity to cross-sell to increase the future share of wallet?
- Does the sales force have a plan to grow customers’ wallets and get a larger share of wallet in future?
Customer segmentation
- What are the key customer segments that the brand can serve?
- What are the key purchase criteria of different customer segments?
- How can the brand extend its reach to new and emerging customer segments?
- How to prioritize customer segments based on strategic fit, winnability and CLTV?
- How can the offering be customized to serve different customer segment needs?
- What capabilities does the brand need to develop to improve customer retention, repeat purchases and expand reach?
- Are there any risks / opportunity costs associated with prioritizing one customer segment over another?
Connect with our experts
Why 1Lattice?
Tech Enabled
Quality of Insights
Reliability of Outcomes
