Proposition Development Support

  • B2B

Client: Major technology provider

Issue: Proposition development and testing

Our client had recently entered into a strategic partnership with a leading retailer. Our client wanted to capitalise on this by overhauling their core proposition, extending it to include products and services offered by their new partner. They wanted White Space to help define the potential new proposition and test market demand.

White Space results:

White Space’s approach identified a series of potential propositions which aligned well with customer needs and were differentiated in the market. The most attractive proposition delivered clear commercial benefits: Customers who received it appeared to be 10% less likely to churn. However, our work demonstrated that it was unfeasible to deliver this ‘optimal proposition’ in practice. This would have created significant risk to our client’s brand. We therefore recommended that they focus on an alternative proposition which also had high levels of appeal and was much easier to deliver in practice.

How we did it:

White Space’s approach consisted of two phases:

Phase 1:

Proposition development (based on primary analysis of competitor propositions and customer depth interviews).

  • What similar propositions are already in the market?
  • Are similar propositions compelling?
  • Have similar propositions been successful?
  • What do our client’s customers think of their retailer partner?
  • Which services offered by the retailer would they love to see in a potential bundle?

Phase 2:

Proposition testing (based on running and monitoring a trial of 300 customers who were switched onto one of three potential new propositions for a month).

  • Do customers value the propositions?
  • Would they pay extra for them?
  • Do they actually use the additional benefits received?
  • Are there any technical or practical issues caused by the propositions?
  • Is their brand perception higher at the end of the trial than at the beginning?
  • Is their likelihood to churn lower at the end of the trial than at the beginning?
  • Are similar propositions compelling?
  • Have similar propositions been successful?
  • What do our client’s customers think of their retailer partner?
  • Which services offered by the retailer would they love to see in a potential bundle?