Messaging Strategy For Carphone Warehouse

Case Study:

Messaging Strategy for Carphone Warehouse

Using consumer focused comparative research we developed a new marketing strategy for the Carphone Warehouse...

Client

The Carphone Warehouse - Lifeline Division (Insurance)

Issue

On-Going Marketing Strategy Support

Approach

Mobile phone insurance is a key product in CPW's portfolio, managed and operated as a financial services business
We were engaged in April 2006 to improve understanding of customer need and behaviour across the lifecycle, in relation to competitor products and the propositions of general insurers to support development of marketing strategy
We have undertaken over 10 projects involving both qualitative and quantitative methods. This has supported a range of outputs, including development of new products and services, development of new approaches to sales and marketing and development of marketing messages to directly support customer acquisition and retention
This programme is ongoing and we continue to play a central role in the development of Lifeline's customer strategy

Results

Marketing messages developed by White Space, and attributed to us as a credible third party source, have been included in the past 24 editions of CPW's customer magazine
Attributed materials based on our work are also included in the information pack sent to every new Lifeline customer and are quoted in call centre scripts
We have directly supported two recent insurance product launches, making recommendations around product definition, pricing and target market