Gerflor is the leader in the European flooring market and wants to continue to gain market shares in the clip-on plank segment. The market is becoming more competitive, with increased pressure on prices, formats, packaging and distribution channels.
Expectations differ greatly according to the targets, between individuals and professionals, and between countries, especially in France and Germany.
The challenge is to clarify the levers of sustainable value while integrating industrial, logistical and regulatory constraints.
User-centric study conducted with diversified targets, individuals and professionals, in France and Germany, in order to understand uses, expectations and choice criteria. Analysis of regulatory constraints, formats, pallets and distribution channels to frame room for manoeuvre.
Factory visit and functional analysis of products in order to identify cost drivers and associated value drivers. Establishment of an online community to deepen practices, uses and representations over time.
Reassessment of packaging and key product attributes, including haptics, thickness and resistance over time, in order to prioritize the most impacting areas of optimization.
A clear reading of the levers of sustainable value, shared trade-offs between perceived value and industrial constraints, and concrete guidelines for strengthening the competitiveness of clip-on blades on European markets.
A journey of creative exploration centered on consumers to imagine the brand's future plant-based offerings and reveal five concepts with high potential.
An immersive Uses and Attitudes study to understand local food practices and transform insights into concrete ways of innovation.
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A collaborative and creative approach to nourish the Bel Foodservice strategy and open up new areas of growth.
