Godfreys: Hoovering up increased sales

Own Brand non—Food


Australia and New Zealand's specialist cleaning retailer, Godfreys, wanted to inject life into their own-brand range and wrest back market share from the :op two competitors, Dyson and Miele. Their one established own-brand vacuum cleaner, Wertheim, lagged a distant third behind the two market-leaders. It lacked a clear positioning and understanding of customers needs and expectations.

Qualitative research, recommended and outlined by Elmwood (in partnership with research company, Colmar Brunton), made some important discoveries. The way consumers clean is a direct reflection of their personality. Some people want cleaning to be quick, easy and painless while others are much more systematic and anxious (bordering on obsessive) about getting rid of dirt and germs and therefore more interested in higher end technology.