“They are incredibly client focused, they hit their deadlines, the research is professional. We wouldn’t contemplate going with anyone else.”

IAN SHANNONCEO, JOHN COTTON AUSTRALIA

“They really know our business, so they’re like a partner. They have done an amazing job, the communication has been fantastic, the research is unquestionable. They are just fantastic at what they do.”

SCOTT HAYWOODMARKETING MANAGER, JOHN COTTON AUSTRALIA

“It was great working with THINK – start to finish the engagement and communication was excellent. They deliver insights in the form of deliverables. It wasn’t just a heap of data, there was 'this is what it means' – the 'so what' and ‘where to from here’ was really clear.”

JEREMY NASHSALES DIRECTOR, JOHN COTTON AUSTRALIA
IMPACT

Tontine is an iconic Australian brand providing pillows, quilts, toppers, mattress-pillow protectors, electric blankets, linen and bath towels for over 60 years. Over 80% of Tontine products are Australian made and they were the maker of the original Aussie Doona.

OVERVIEW

Tontine wished to conduct a customer-led piece to better understand the pre-purchase, purchase and post purchase thinking and habits of Australian bedding customers.

THINK identified 10 common stages across the bedding category customer journey – from triggers, browsing behaviour, to post purchase engagement and advocacy – and 5 common pain points across the stages. THINK then delved into the customer’s decision-making process and key influences through in-depth customer interviews and instore/online shopping safaris.

THINK also identified what the Tontine brand means to the customer and how we can re-position the brand to talk to emerging market segments.

By segmenting the market, THINK identified the size and value of each category – pillows, quilts/doona, sheets, quilt/doona cover, bath towels, mattress protector, mattress topper, and electric blankets. This allowed THINK to deliver Tontine with tailored insights regarding the customer’s satisfaction, the importance of product packaging, claims and their purchase decision hierarchy.

These insights will inform Tontine’s next phase of strategic growth and shape future messaging and packaging design.

METHODOLOGY

Journey Mapping, Shopper Safaris, Market Segmentation, Persona Creation, In-depth Interviews, Strategic Recommendations, Go-to-Market Strategy.

FOR THOSE THAT LIKE THE DETAILS

Visit Tontine’s website