About Client
A consumer insights team within a leading retail company was looking to gather market data to support strategic decision-making on consumer preferences and purchasing behavior, ensuring a targeted approach for future online and in-person product strategies and marketing best approaches.
Study Impact
The study provided the client with actionable insights to form a deeper connection with consumers during critical stages of their shopping experience. By uncovering specific gaps and opportunities relative to competitors, the research guided resource prioritization in merchandising and marketing, allowing the client to deliver more relevant offerings.
Objectives
This study identified roles and opportunities within a seasonal shopping category, focusing on planning and purchasing phases. By quantifying key segments and analyzing competitive positioning, we delivered actionable insights and strategic recommendations for merchandising and marketing.
Key Strategies Implemented
Segment Quantification
Segments representing various shopping styles were quantified through behavioral and motivational questions, offering a clear view of the market composition within the seasonal shopping category.
Shopping Journey Channel Identification
The research team mapped and assessed the channels and tools used by shoppers throughout their journey, from initial discovery to final decision-making. Statistical tests highlighted differences in tool preferences across segments.
Competitive Strength and Weakness Analysis
The survey evaluated the client’s direct competitors through brand perception and affinity questions, identifying strengths and weaknesses in the client’s seasonal shopping experience.
Impact
Deeper Consumer Connection
The study provided insights that help the client connect with consumers more effectively at crucial shopping moments, leading to more personalized and impactful interactions.
Enhanced Strategic Focus
By identifying competitive gaps and prioritizing resources in merchandising and marketing, the client can now tailor offerings to meet consumer needs more closely.
Strengthened Market Position
With clear insights into shopper preferences and competitor strengths and weaknesses, the client is better equipped to differentiate its brand and enhance its competitive advantage in the seasonal shopping market.
