Customer Journey Mapping

The Client

Company: Bugaboo
Website: bugaboo.com
Industry: Consumer Goods
Headquarters: Amsterdam, NL
Employees: 501-1000

About Bugaboo

Bugaboo is a premium Dutch design brand best known for its iconic strollers (Cameleon, Fox, Donkey, Bee lines), founded in Amsterdam in 1994. The company has grown from a single stroller design into a global juvenile-products brand sold through its own e-commerce site, branded retail stores, and a network of premium baby-goods retailers worldwide.

The Challenge

Bugaboo was primarily a promotional, product launch marketing organisation. The need was to transition Bugaboo into an always-on digital brand to ensure that their message reached customers at precisely the right time in their journey.

Our Approach

Chameleon Collective started by analysing the typical Bugaboo customer journey. Based on these insights, we developed a marketing strategy that engaged potential customers at each step of their journey. Each marketing piece was uniquely tailored, with specific messaging, goals, and metrics designed to move the customer down the journey towards conversion. This involved a multi-channel approach, utilising display ads, social media ads, and email marketing.

The Impact

This customer-focused strategy led to a more dynamic and effective marketing approach for Bugaboo, helping to increase conversions of their existing product line. This marked a successful transition for Bugaboo from a promotional model to an always-on digital brand, achieving more targeted and timely customer engagement.