The client seeks to identify the needs, mindset, and motivations of in-store customers. With these insights, the client plans to customize key shopper journey touchpoints with tailored messaging and advertising to improve branded interactions.
Our Approach
Step 1
Recruit and segment
4 unique key shopper segments were targeted for testing.
Step 2
In-store shopper journey
Shoppers visited select stores across multiple days.
Step 3
Shopper journey interactions
Eye-tracking technology captured the shopping journey, including effective and ineffective touchpoint moments with messaging.
Step 4
Qualitative insights
In-depth interviews were conducted following the shopping experience to gather deeper insights into what worked to best connect brands with customers.
Insights
- Shopper goals, behaviors, and interactions with brands were captured across the shopper journey through eye-tracking technology, with deeper motivations explained through in-depth interviews.
- Hierarchy of effective messages at key journey points while in-store shopping was identified.
- More likely / less likely moments of recognition for messaging was documented to explain the brand / customer connection.
Results
Our recommendations to the client explained various strategic points of improvement throughout messaging and advertising to strongly align with the needs and motivations of its shoppers.
Within the final deliverable report, the client received in-depth data that supported our clear implications to successfully plan and execute its model locations to create special in-store moments to improve the shopper journey.
Following our recommendations, the client can confidently identify how in-store brands can connect with their customers to build stronger loyalty through a better shopper journey experience.
