by Jane at F&G | Feb 12, 2020 | Case Studies, Funnel Design
Trade Tools And Hardware Retailer Screwfix’s funnel is wide and shallow. It makes its money by transactional sales at volume. In 2016 it was selling more than 24,000 products, many of them relatively low cost items. It sells to the trade – owner/operators...
by Jane at F&G | Feb 12, 2020 | Case Studies, Funnel Design
Most B2B technology and innovation driven brands have an apple shaped funnel. It’s by far the most common funnel shape and in fact there are many subsets of the apple. But for now let’s focus on a ‘generic’ apple. The shape is relatively narrow at the top, it bulges...
by Jane at F&G | Feb 12, 2020 | Case Studies, Funnel Design
Iconic Italian supercar brand Ferrari has wide appeal at the top, but it’s a long and narrow funnel and very few convert. 2019 was a record year for Ferrari. It had a target to ship 10K cars. It launched five new products. Plus a handful of limited editions costing...
by Jane at F&G | Feb 12, 2020 | Case Studies
In August 2019 the FT summed up its analysis of integrated container logistics company Maersk’s latest TV ad with the line: “we are not enlightened enough to understand what this all has to do with global logistics”, thereby revealing its wholesale missing of the...
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