BABY
Shopper behaviour and retail strategy
The Challenge
How to convince offline and e-commerce channels to make room in their crowded category for our new-to-market proposition and achieve our weighted distribution targets?
Our Story
We started a consultative process with the client and recommended a hybrid approach. This consisted of in-store shop-alongs including eye-tracking registration, in home e-commerce observations and Shopper Category Groups combined with smart online quantitative usage & barriers insights. During the analysis phase we identified a strong story in the data, clearly showing all targeted channels and which shopper missions each channel would miss out on if this brand were not supported via their channels.
Our Shared Success
Higher enlistment of this innovation than anticipated, surpassing the distribution target set by the client.