Positioning research forMyJewellery

Since their inception, the boutiques have become an extension of the webshop, and My Jewellery can now call itself one of the most important brands on Instagram. This channel inspires a loyal fan base with surprising content and the latest trends. Before My Jewellery wanted to strategically build on its growing popularity, they felt it was important to look at their current positioning versus their desired positioning. How do consumers view My Jewellery and how does My Jewellery want to be viewed? And what about their competitive position?

Research into brand awareness, image, and consideration

To map out My Jewellery's current positioning, we conducted an online positioning survey . This involved a representative survey among Dutch consumers, supplemented by an additional sample of the company's own customers. The online survey provided insight into brand awareness, image, and consideration of My Jewellery and its competitors, as well as price perception and willingness to make a purchase.

A comparison between the desired positioning and the current positioning showed that many of My Jewellery's core values are also perceived as appropriate by customers and consumers who are familiar with the brand. However, the survey also revealed that there are a number of core values that are not yet sufficiently associated with My Jewellery.

Various opportunities have been identified for new or more accessible target groups, and insight has been gained not only into what needs to be communicated, but also into the best channels for reaching the target group. The research has also revealed several quick wins.

“Through our research, we were able to provide My Jewellery with insight into a number of important issues surrounding their image and positioning. They are very ambitious and progressive, which is great to see. And it's wonderful that our research can make an important contribution to the further growth of the company!”
Michael Petit, Client Consultant Markteffect

“The results of the positioning study gave us the right insights to take the next steps. Ultimately, the Next Step Session was the most valuable for us. Together, we looked at how the results could best be translated into concrete action points.”
Fréderique van den Boogaart CRO Coordinator

The sequel

The most important process begins as soon as the results are delivered to the client. During a strategic workshop (the Markteffect Step Session), we discussed the implementation with the responsible parties at My Jewellery. It was a valuable session where we discussed, among other things, how to better highlight the core values that were not yet sufficiently emphasized, as well as how to best reach new target groups. The results were converted into action points to ultimately align the desired positioning with the current positioning.