Putting Wolverine one step ahead through customer collaboration

De-risking product development and marketing decisions for a leading global footwear brand.

"Like any market-orientated company, you need to collaborate with your consumers. You need to know what their needs and requirements are so you can serve them. Bulbshare has really enabled us to have a 360 degree approach and view of what customers think."

1,600 strong global insight community across France, Germany, Spain and the UK.

Project delivery time less than 72 hours, with 1000s of real-time global data points being shared daily.

Multiple use case outputs including competitor analysis, product testing and brand affinity studies.

Overview

Wolverine Worldwide is a global market leader of branded footwear, as well as apparel and accessories. With an established global footprint that spans approximately 200 countries and territories, Wolverine Worldwide is dedicated to advancing its ever-expanding portfolio, including Merrell and Saucony.

Industry

Footwear and lifestyle apparel

Bulbshare community

France, Germany, Spain, UK

Use case

Insight, ideation and user-testing

wolverineworldwide.com

Aim

Create a multi-market online community of 1,600 trail runners and lifestyle consumers across France, Germany, Spain and the UK to gather feedback and opinions, putting customer voice at the heart of marketing and product development decisions.

Strategy

We empower Wolverine Worldwide to understand brand perception, gauge consumer reactions to products, and gather ratings and reviews around new design features and functionality – enabling them to be entirely consumer-led and de-risking marketing decisions and product launches.

Our community also provides invaluable insight around the influencers they trust when making buying decisions, as well as a wealth of insights and feedback around purchasing motivations and their general online shopping experience.