Plan-it Marketing

Challenge: Maintaining and increasing relevance of the Stride Rite brand in an increasingly competitive children's shoe market.

Objective: Help Stride Rite better understand customers and prospects of the company's brands and identify potential marketing and licensing opportunities for the company.

Method: Plan-it conducted an exploratory profile of childhood educators' attitudes to identify psychographic trends among children and families, and the resulting impact on brand and buying behavior in the footwear category. Plan-it also utilized some ethnographic techqniues to replicate a shoe retailer showroom that provided moms with a real world shopping experience as they made footwear shopping decisions and responded to merchandising efforts, as well as a new in-store collateral system.

Results: Our work and insights helped guide product and merchandising decisions, and were used to make long-term planning decisions for the Stride Rite brand.