Allstate - if at first you do not succeed, go back to what the consumer said

Allstate Auto Insurance wanted to remain a top brand and grow, but faced the problems that the market is an established undifferentiated category with low involvement and interest from the customer, as well as being a product which they find confusing.

Allstate – if at first you do not succeed, go back to what the consumer said

If at first you don't succeed, Go back to what the consumer said!!

AUTO INSURANCE IS AN ESTABLISHED, UNDIFFERENTIATED CATEGORY WITH LOW INVOLVEMENT AND INTEREST.

  • It is a product that is often required by law, so many consumers do not feel empowered from the onset of the decision making process

  • Consumers often 'inherit' their parent's company or make their decision based on price (amongst a list of acceptable candidates) and then just continue to pay premiums by rote

  • There is also a fair amount...

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