client challenge
- Our client was experiencing stagnating sales of automotive batteries. The batteries were sold direct-to-consumers instore and online and through automotive service centers.
- They wanted to understand what was driving the issue and what they could do to reverse it.
decision point approach
- A clear understanding of the consumer purchase journey was needed in order to improve sell-through and refine retailer and channel-specific strategies.
- We started off with in-depth stakeholder interviews to gain an understanding of internal capabilities, challenges, and opportunity areas.
- Armed with the internal perspective, we crafted the quantitative survey. Respondents were recruited based on very specific demographic and purchase parameters.
- The survey covered all aspects of the purchase journey including retailer selection, in-store and online shopping behavior, and purchase decision drivers.
impactful solutions
- We identified key touchpoints in the purchase journey and recommended how our client could leverage them to increase sales.
- We created consumer, channel and retailer profiles and made snapshots of each for quick reference. The consumer snapshots outlined demographics, shopping influences and motivations, pre-visit behavior, in-store experiences, online behavior and post-shopping actions.
client success
- Our client gained a comprehensive understanding of the path to purchase and the touchpoints that would have the greatest impact on purchase decisions.
- They took specific actions to influence consumers’ purchase decisions at those key touchpoints.
- Our client also used the insights to refine their retailer and ecommerce strategies to improve product sell through.
