By Jennifer Marley Millennials matter from a marketing and an employment POV. Here are a...
Optimizing a Retailer Strategy
Building a consumer decision journey map to identify key drivers of retailer choice
Situation: Our CPG client worked with six retailers, including Costco and Walmart, that each had unique sales and ways they communicate with consumers. As a result, our client needed to create different sales strategies and communications for each outlet in order to best serve their customers.
Tactics: The research objective included gaining a better understanding of the consumer decision journey (CDJ), including learning about consumer awareness, familiarity, consideration, purchase, and loyalty, for each of the six retailers. A questionnaire was designed to identify key emotional and behavioural drivers of selecting a specific retailer. It also identified key pain points and barriers throughout the shopping process including key touch points such as in-store experience, signage, shelf design, payment options, and property layout. The research discovered unique CDJs for each retailer.
Impact: The research gave the client clearly defined CDJs that allowed them to optimize their in-store communication materials and present the retailers with a compelling strategy that would help them increase sales of their product.