WALTON & CO

The Challenge

Walton & Co family business has a long and rich trading history and today is a leading supplier of textile homewares to the independent retail sector.

With an eye on the future of retail, the team wanted to understand how to shape its marketing strategy to protect its B2B core whilst also developing a stronger foothold in D2C.  

The Solution

The textile homeware market is vast, and we wanted to understand the audience needs and attitudes that the Walton & Co proposition can best deliver on.

With a family business, we feel it’s especially important to orientate ourselves first by understanding the journey. We began with a business strategy and ambition session with the family owners – this helped us to understand the founder story and their ‘why’.

We then shaped a research approach to understanding needs and attitudes in the category, both trade and retail. Starting with face-to-face calls with existing loyal customers we were able to develop a picture of why they love the brand.

A quantitative survey and brand concept test allowed us to understand the attitudes and drivers in the market, mapping the audience and ultimately identifying those with closest fit to the brand proposition.

The Impact

Walton & Co now has a clear understanding of who the mindset audiences they are targeting and how they should position the brand to engage that audience.

We have identified what it is about the brand that is sacred – the brand codes, look and feel – and what’s needed to standout in a crowded market. The team has a clear direction of travel for all aspects of the brand – product range, distribution channels, messaging, and communications.



We are continuing to work with Walton & Co to implement their marketing strateg. 

Services Used

• Marketing mapping
• Qualitative and quantitative research
• Audience identification, sizing, and segmentation
• Marketing strategy and 4Ps framework (product, price, communications and creative, distribution)
• Team workshops
• Brand planning and implementation
  

“Tamsin & Vicky very quickly grasped the nature of our business and the issues we need to address. Business growth and improvement was at the forefront of their proposals and recommendations. They demonstrated great sensitivity in dealing with the treasured people who work within our family business.

It was a pleasure to work with them both and we feel that through the project we have received an honest appraisal of our marketing strategy. The project was delivered on time, and we will continue to work with them to implement their recommendations.”