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Marketing Insights and Communications: Co-op Funeral Planning

Posted on. 22/01/2021

The Co-operative wanted to grow the sales of their Funeral Plans directly to customers.

The difficulties? A service nobody wants to talk about, and a high-cost purchase.

We needed a different approach. From research and focus groups, the core insight was that everyone was talking about ‘death’ but customers didn’t want to hear that.

The approach?  Create a new product proposition – Wills and Funeral Planning – and a new creative proposition. A focus on celebrating life and individuality.  Definitely no gravestones in sight.

The results? A reduction in the average age of customers buying a Plan – meaning we were appealing to a wider market as planned – and an increase in sales which saw us +10% above the year end target.