Challenge
Each month, around 10,000 new domains are registered in Denmark, half of which are purchased by private customers. The domain market is critical for digital presence, and competition is intensifying as demand grows for secure and user-friendly solutions among both businesses and private customers. With two strong brands, Simply.com and DanDomain, team.blue has cemented its leading position in the Danish domain market. With a broad portfolio of digital solutions, they help their customers navigate the online world safely and efficiently.
Approach
Within team.blue, several internal hypotheses existed regarding the motivations, barriers, and preferences of private customers. For example, one hypothesis suggested that a group of private customers possess strong technical skills and want to optimize their own solutions. However, team.blue lacked systematic, data-driven insights to confirm or refute these assumptions. Without such knowledge, the company risked communicating too broadly and developing products that did not match the specific needs of its target groups - thereby missing the potential to reach the most relevant customers.
Resolution
Epinion conducted a segmentation analysis that divided team.blue’s private customer base into six target groups, based on their motivations, barriers, and behaviors in the domain market. The distinct differences between these groups enabled team.blue to tailor marketing efforts and products more precisely to each customer segment. Furthermore, the analysis revealed that certain segments primarily chose Simply.com, while others preferred DanDomain. This provided team.blue with a strategic reference point for how best to position its two brands toward private customers.
