RTIC Outdoors
Developing product claims to differentiate vs. competition
Consumer Insights - Competitive Analysis - Messaging - Quantitative Research
Challenge
Facing stiff competition in the coolers and drinkware categories, RTIC Outdoors wanted to better communicate the comparable performance and affordability of their products. They were also launching a new line of coolers and wanted to effectively align messaging strategies across their portfolio. The Chief Revenue Officer came to us for help in developing compelling product claims and driving incremental sales.
Approach
We started first by conducting research on the customer to understand their purchase criteria for coolers and drinkware. Next, we reviewed how key competitors communicated their product features and benefits on their websites, through social media, and on packaging.
Next, we formulated a comprehensive messaging strategy to communicate product benefits, determined optimal keywords to use, and developed a range of product claims tailored to match their customers’ buying preferences
Lastly, we conducted a quantitative research study to determine which of the proposed claims resonated best and improved purchase intent among prospective customers.
Result
The research was instrumental in helping RTIC Outdoors determine messaging across the key benefits of performance, durability, and ease of use, and it supported the launch of their new line of ultra-light wheeled coolers.
