How it started

California Closets, an long-established and beloved custom closet and home organization brand, has a passionate customer base of homeowners who hire the company again and again.

But the company wanted to deepen its understanding of the new customer mindset, especially at the earliest stages of their customer journey. What were the tipping point moments and related emotions that spark a customer’s first call to the company? And how can California Closets best find, reach, and and build a relationship with them?

What we did

We first performed desktop research on consumer trends, then held interviews those who are on the front lines with customers: designers and customer service liaisons. We wanted to see where current customer behavior overlaps with consumer trends.

Our a-ha moment: During our hypothesis workshop we designed a psychographic persona around the emergency calls that California Closets increasingly received. This persona was then validated by our survey of hundreds of customers nationwide.

Our analysis of our research resulted in new “up and coming” psychographic personas, as well as a slate of “up and coming” future customers for the brand to consider.

How it’s going

Our psychographic profiles for California Closets are helping the brand perform more efficient, intentional, and creative marketing, develop purposeful content that aligns with audience needs, and ensure that brand messaging effectively connects and instills trust with those it intends to reach.

And these customers are now no longer “one and done.” Through our recommendations for new brand offerings and positioning, we also helped the brand build ongoing relationships with customers who are calling California Closets again and again.