Spotlight: Uncovering the Shopper Journey to Inspire a Retail Strategy

By John Capps

In today’s competitive marketplace, understanding the consumer’s mindset and journey is critical for brands seeking to enhance their positioning and drive conversions. At W5, we leverage research to help brands uncover key touchpoints and influences impacting the consumer journey.

In this spotlight case study post, we explore how a leading global player in the home appliance sector recognized this need and partnered with W5 to explore the category’s complex shopper journey to identify key barriers, uncover new opportunities, and ultimately streamline the path to purchase.

Approach

Our research began with a deep dive into the pre-purchase stages of the appliance shopper journey. Leveraging both qualitative and quantitative methods, we sought to uncover the mindsets, triggers, and occasions that shape consumer decisions during the Inspiration through Purchase phases.

First, we conducted in-depth qualitative research, including interviews and ethnographic studies, to gain a nuanced understanding of consumer behaviors and preferences. This foundation was crucial in developing shopper profiles that illustrated critical moments and tipping points unique to each type of appliance shopper.

Building on these insights, we fielded a robust quantitative online survey with 2,000 shoppers across various demographics including recent purchasers, purchase intenders, and both loyal and rejector segments of the leading brands in the category. The survey explored key drivers and barriers to appliance purchases, the role of brand preference, and the impact of various channels and promotions on consumer decisions.

Results

Our research revealed these shoppers are deeply invested in their purchases, treating them as long-term commitments, which leads to extensive research and a reliance on trusted brands.

Shoppers also seek ‘future proofing’ features.  With information challenges in retail environments, the market presents opportunities for premiumization, as consumers with flexible budgets are willing to invest more in perceived better long-term choices.

The shift from basic functionality to smart living has made advanced technology an expectation rather than a differentiator suggesting legacy brands must address any weakening visibility to remain competitive.

These insights equipped our client with a strategic roadmap to refine their marketing and retail strategies. By addressing barriers and capitalizing on opportunities identified in the research, they are enhancing their brand presence to drive conversion in the highly competitive home appliance market.

Interested in understanding how consumer journey and path-to-purchase research can help your brand? Reach out!