Case Study
Business Challenge
Our client, a greeting card manufacturer, wanted to understand the factors that most influenced store choice when buying greeting cards. They also wanted to explore how shopping journeys and store preferences differed across generations, including the impact of online purchasing habits and marketing influences from social media and digital ads.
To address these goals, Radius conducted a Decision Pathways™ study with the following objectives:
- Understand and identify common patterns based on factors considered and other defining behaviors.
- Profile pathways groups across key consumer mindsets, retailers, and generational differences to assess differentiation and create a cohesive story.
- Provide clear tactical and strategic guidance on how to engage with the defined pathways effectively.
Custom Approach
We developed a Quantitative strategy to guide our study and uncover insights to help our client develop strategies for growing their brand. The study followed three key phases:
Gain Alignment. We worked with the client to build a knowledge base referencing their existing data, and conducted stakeholder interviews to learn from the team and gain alignment across the teams that would be involved in the study.
Quantify and validate: We conducted a nationally representative quantitative study to get to know the past-month greeting card buyer and explore how they navigate their card-buying process and what drives them to specific retailers. We also wanted to understand the factors that influence individual card purchases.
Finalize and activate. The insights from the quantitative study helped us deliver strategic recommendations, including specific retailer strategies for building in-store card sales.
Key Insights and Recommendations
We provided actionable insights to drive growth in both the current and future shopper experience. Key findings included:
- A deeper understanding of the purchase journey: While it was initially hypothesized that recipient or occasion drove the journey and retailer selection, research revealed that card purchases were more influenced by how the shopping mission fit into shoppers’ lives, including other items they needed to buy and their budget constraints.
- Strategies to prioritize key touchpoints: We identify critical engagement opportunities for connecting consumers with the brand.
- Insights on guiding consumer decision-making: We helped the team develop actionable strategies to effectively reach key demographic groups.
- Tactics for channel-specific success: Identified key growth drivers that could establish the client as a thought leader with retail partners.
This work provided the team with a clear blueprint to drive long-term growth for the brand.
Strategic Outcome
With these insights, the client was able to develop action plans for growth across various retailers and implement strategies to expand their online card business. They were also able to design tailored approaches to reach younger consumers, who historically purchase fewer cards than older demographics.
This comprehensive strategy equipped the client to achieve sustainable growth and strengthen their position in the greeting card market.
Want to explore how a comprehensive approach drives growth for your brand?
