As online retailer Zulily grew, the company broadened its product offering from children’s merchandise to merchandise for the whole family. This called for renewed clarity and vitality in the positioning.
We began by culling existing customer research to identify functional and emotional benefits. We then divined common qualities among diehard customers: not just demographic markers, but psychographic, behavioral and attitudinal characteristics. We matched this fully-fleshed-out target customer with what Zulily uniquely brings, culminating in the creation of a new tagline, “Something special every day.”