Möbelhof Ingolstadt

Case Study:
Möbelhof Ingolstadt

The milieu-specific redesigning of an exhibition space to better reach target groups.

Challenge

The family business “Möbelhof Ingolstadt” wants to modernise the look and feel of one of its store floors in order to reach its target groups even better. The target group of the store floor in question is performance-oriented high earners with high demands on design and quality.

Solution

Analysis according to Sinus-Geo-Milieus + brand workshop + accompanied shopping + focus groups + creation of videographic target group clips
A full-day training workshop for the staff (advisors, buyers, decorators etc.), including a target group handbook to be able to adapt to the target group identified

Result

What the client says

It’s no longer enough to display furniture and wait for someone to buy it. Today’s customers are looking for entertainment, and want to spend a nice day at the furniture store. Based on the Sinus-Milieus, we’ve recreated the lifeworld and style preferences of our intended target groups. The response has been overwhelming!

Martin Stephan, Managing Director

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