Case Study
Business Issue
Our client, a leading household essentials manufacturer, wanted to better connect its brand and retailer offerings with the varying mindsets of omnichannel shoppers. The goal was to uncover how shoppers approach purchasing decisions within nine distinct product categories. The manufacturer sought to:
- Identify and define the shopper mindsets prevalent in the household essentials space.
- Understand how these mindsets engage with retailers and align with shopper values.
- Size and prioritize the growth opportunities presented by different shopper mindsets across categories.
- Develop a toolkit to help brand and retail teams innovate and create targeted strategies to engage these mindsets effectively.
Custom Approach
To achieve these goals, we conducted a multi-phase research program:
- Quantitative Validation: An online survey identified and validated six distinct shopper mindsets across nine product categories, revealing their values and behaviors.
- Qualitative Personification: Virtual shop-alongs brought these mindsets to life, showcasing how they approach shopping and interact with different household product categories.
- Research Activation: We worked closely with the manufacturer’s teams to strategize how they could leverage these insights. This included creating innovation and communication strategies to target priority shopper mindsets and unlock growth opportunities.
Growth Outcome
The insights gained from the research enabled our client to redefine its shopper engagement and product strategies. The six shopper mindsets identified provided a comprehensive understanding of the varying approaches and preferences across categories. By recognizing the fluidity of these mindsets and their varying prevalence across product types, the manufacturer was able to prioritize those that presented the greatest growth potential. This allowed the development of synergized brand and retail strategies that sparked targeted product innovations and compelling messaging tailored to the unique needs of priority shopper mindsets. As a result, the client is now equipped to drive long-term growth and profitability by connecting with shoppers in ways that resonate at critical decision-making moments.
Let’s talk about how a detailed view of shopper mindsets can drive growth for your brand.
