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Marketing Analysis for a Textile and Home Decor Manufacturer

Specifications
Textile design, interior decor, and sun protection systems.
Identifying growth points to increase turnover to 3.5 million UAH/month.
Ukraine (Priority: Lviv and the surrounding region).
NDA
Result
  • Identified upselling potential.
  • Shifted from a "fabric sales" model to an "expert problem-solving" model.
  • Allocated budget across channels with clear customer acquisition plans.
  • Optimized the website, CRM system, and social media presence.
Marketing Analysis for a Textile and Home Decor Manufacturer
Marketing Analysis for a Textile and Home Decor Manufacturer

About the project

“Vash Interier” is a company with its own production facilities, specializing in comprehensive window treatments: from selecting tulles and curtains to automated curtain control systems. The brand’s core mission is not just selling a product, but creating comfort and enhancing the client’s quality of life through a “turnkey” service (design, installation, and aftercare).

Point A

  • Core Problem: a decrease in the number of clients and a limited marketing budget, creating a “vicious circle”: growth requires clients, but getting clients requires a budget.
  • Asset Status: the website features outdated navigation (needs UX/UI improvements), KeyCRM is not being utilized to its full potential (manual data entry), and engagement with existing clients or referral programs is almost non-existent.
  • Client Goal: scaling the business, achieving a stable turnover desired by the client, and enhancing brand communication to attract the premium segment.

Work stages

Market and competitor analysis:

  • Niche analytics: PEST analysis of the market in the context of declining purchasing power.
  • Competitor analysis: comparative analysis against large chains (Alser, Epicentr) and small specialized boutiques. Identifying competitors’ weaknesses in products, services, customer experience, and website UX/UI.

Target Audience and reputation research:

  • Segmentation: detailed client profiling, ranging from women managing home renovations to IT professionals and interior designers.
  • Pain point analysis: addressing specific needs for quality sleep (Blackout solutions), privacy, and sound insulation.
  • SERM analysis: evaluating online reviews and the brand’s Net Promoter Score (NPS) to measure recommendation levels.

Digital presence and sales funnel analysis:

  • Website ESR analysis: a technical audit of traffic and the creation of a technical assignment (TZ) for UI/UX improvements to streamline navigation.
  • Funnel analysis: an audit of sales scripts, response times, and conversion rates.

Strategic planning:

  • VRIO analysis: evaluating in-house production and the “client-side visit” service as a key competitive advantage.
  • Customer journey funnel: developing the customer path—from viewing photos on Instagram to ordering a curtain care service a year after purchase, and ultimately making repeat purchases of similar or related products.

Transformation and strategic development plan

Based on the analysis, we developed the “Care as a Product” strategy:

  • Digital reconstruction: website redesign focusing on a user-friendly catalog and “before/after” project showcases.
  • Loyalty automation: an engagement plan for the existing database (reminders for curtain maintenance, exclusive offers for repeat clients).
  • Referral system: launching a partnership program with interior designers and real estate developers.
  • Content strategy: focusing on video reviews of automation systems and expert content regarding sleep quality, noise insulation, etc.
  • Performance marketing: reallocating budgets toward search ads with long-tail queries (“automatic curtains Lviv,” “turnkey designer curtains”) to filter out non-target leads.

Results

  • Identified growth points: potential was identified in upselling (automation systems) and maintenance services (steaming, installation), which increases Customer LTV.
  • Strategic value: a shift from a “fabric sales” model to an “expert problem-solving” model, providing a solid foundation for premium pricing.
  • Budget efficiency: strategic budget allocation across channels with clear acquisition plans and regular performance retrospectives.
  • LTV and loyalty: launch of an upselling system through product range expansion and product care services.
  • Foundation for growth: the client received a comprehensive media plan and instructions for optimizing advertising spend, allowing them to break the “vicious circle” of budget constraints.
Table of Contents

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Maxim
Maxim

Will determine the best individual option for promoting your business.

380 + consultations
Eleonora
Eleonora

Will listen to your request, structure the information, and forward it to specialists.

240 + consultations