client challenge
- Our client was looking for ways to get a better return from their catalog, which was becoming increasingly expensive.
- They were looking for ways to reduce the cost of the catalog and at the same time ways to improve the effectiveness of the catalog as a sales tool.
- Our clients’ catalog customers had proven hard to reach in past research.
decision point approach
- We conducted multiple rounds of qualitative research, including In-depth Interviews and Focus Groups. Our research involved a wide range of our client’s catalog users, including the hard-to-reach professionals.
- We used the qualitative sessions to observe and dig into:
- how, when, and where customers used the catalog
- their impression of the individual product pages and the overall product selection
- how the catalog impacted their selection and decision making
- how it compared to catalogs from competitors
impactful solutions
- We successfully engaged hard-to-reach professionals which our client had not heard from before.
- We recommended how and where our client could scale back the catalog without risking sales.
- We detailed what information was a must-have and identified opportunities to improve the layout, content, and delivery.
client success
- Our client validated that their catalog still played an important role in the purchase journey.
- Our client was able to confidently make changes that reduced the cost of the catalog without fearing reduced sales.
- In addition to reducing the cost of the catalog, our client was able to make changes that improved the catalog’s effectiveness in selling their products.
