Unlocking market potential with AskGenie for Michael Kors in Australia’s diverse market

Michael Kors recognised an opportunity to authentically engage Australia’s multicultural consumers, which led them to undertake a cultural analysis of their existing customer data to understand the cultural segmentation of customers and quantify the growth opportunity for the brand.

The Approach

Activated CulturalPulse’s AskGenie proprietary cultural intelligence platform to deliver a comprehensive analysis of Michael Kors’ customer data, identifying key cultural segments and spending behaviours within the multicultural market. CulturalPulse delivered:

• Customer segmentation insights including high-frequency transaction behaviours, and strategic opportunities for targeted engagement.
• AskGenie’s cultural analytics that uncovered a multi-dimensional view of customer preferences, with prominent groups including Asian, Middle Eastern, and South American communities.
• Actionable insights at store level, pinpointing opportunities for optimised store placements and inventory management based on local demographics.
• A roadmap to enhance product offering, create targeted in-culture campaigns, and better align resources to engage Australia’s diverse cultural segments.

The Outcome

Key insights included:

• 82% of Australian and New Zealand customers were from multicultural backgrounds, each segment with distinct spending behaviours and product preferences.
• Higher transaction rates among multicultural customers, particularly with Asian and Middle Eastern groups.
• High-value cultural segments, setting the stage for ongoing growth within Australia’s multicultural market.