Understanding intimately what the goop customer valued most was job one. The information gleaned via a deep ethnographic study of goop’s core customers revealed the value the customer sought was rooted in the value of the original founding principles, which was having a comprehensive wellness resource and product guide at their fingertips.
WTF is goop?
In the landscape of brands, goop is one of the most misunderstood. Having originated as a curative resource for women, goop fell victim over the years to the media’s obsession with sensationalism. And yet, Gwyneth Paltrow’s vision for her brand has remained steadfast as a resource for those looking to expand their awareness beyond the status quo.
Our Partnership
Focus
Knowing the value proposition was all about comprehensiveness, the quest was to conceive of a business model that would evolve the user experience from the existing siloed category structure to a more seamless environment that could be casually browsed as well as deliberately searched, while at the same time expose unbeknownst new content and product to the shopper.
Demonstrated Impact
When Compass + Nail was first engaged, the business was in the midst of a major overhaul in terms of conceiving the ideal use experience, merchandising presentation, tech stack, and management. The Brand Compass guided much of the transition while CompassIQ was used as a means to prioritize the allocation of resources across the brand landscape. A more profitable goop has been the outcome.