Strengthening Scarlet's Market Position
Scarlet is a well-established low-cost brand in the Belgian telecom market, backed by the network infrastructure of Proximus Group. As competition intensified and new low-price players entered the market, pressure on customer retention and brand preference increased. Scarlet needed a clear strategic direction to defend its position: they’re more than just a price player and strengthening the customer journey was essential to reinforcing long‑term loyalty.
Our services
Growth marketing
Targeted initiatives to improve retention and engagement
Strategic marketing
Clear positioning and direction in a highly competitive market
Customer journey optimisation
Improving key touchpoints to reduce friction
What was the challenge?
Scarlet is operating in a market where aggressive pricing and simplified offers from new players were reshaping the customer’s expectations. Although, after nearly 30 years in the market, the brand has a strong infrastructure and value proposition, they noticed an increase in churn risk which signalled the need for action. The challenge was to clearly understand what was driving customer turnover and loyalty in a highly price-sensitive market, and to turn those insights into concrete marketing and customer experience improvements.
What steps were taken?
- Brand and market analysis: Make an assessment of Scarlet's brand perception and market positioning.
- Customer Behavior Study: Using quantitative and qualitative insights to analyze customer churn and identify factors influencing retention.
- Customer Journey Optimization: Optimize and streamline the customer experience across various touchpoints to remove friction
- Targeted marketing initiatives: Based on the insights, we supported Scarlet with focused marketing campaigns aimed at improving engagement, reinforcing value perception and encouraging loyalty
What are the results
Customer turnover decreased over the following months as the changes took effect, while customer feedback and satisfaction scores showed a clear positive evolution. By reinforcing the customer experience and sharpening the value perception, Scarlet strengthened its position as a reliable, no-nonsense low-cost telecom provider.
What did we deliver?
By combining customer insight, journey optimisation and focused marketing actions, we delivered a clear and actionable customer journey map, translated into strategic recommendations to strengthen marketing effectiveness and customer engagement, and supported by targeted marketing campaigns aligned with customer needs and market dynamics. This approach helped Scarlet respond effectively to intensified competition, strengthened customer satisfaction and loyalty, and supported the brand in maintaining its position in a demanding low‑cost telecom market.
Project skills used
Hard skills
These are the technical abilities and knowledge that were required to execute the task at hand. In this case, we needed:
Soft skills
Best defined as interpersonal attributes that make communication and collaboration work and run more smoothly:
Relevant expertise at every turn.
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