Case Study: Accelerated transformation to an end-user focus, demonstrating value and expertise to retail partners
Perceive:
The Oregon brand was a strong player in the replacement bar and saw chain markets but had spotty presence in big-box retail.
Buyers focused most of their energy on optimizing the equipment assortment they offered. Replacement parts were a nuisance to them because managing the assortment was time consuming and confusing.
Compared to whole goods, replacement parts have a high margin which means that optimizing the assortment would have a big impact on bottom-line results
Prescribe:
To become a trusted advisor to buyers and influence assortment choices, I set out to know more about the replacement parts shopper than anyone else in the category:
Hired an award winning national customer journey mapping research firm to design a multi-tool-type, multi-end-user, multi-channel study
Robust sample size to get the “whys” behind their decisions, shopping experience, brand preferences, and decision sequence.
Perform:
We presented customized journey maps, by persona, equipment type, and retailer, provided an effective platform for establishing thought-leadership with large retail partners.
Drove Distribution Gains:
Multi-category test at Home Depot
2021 Core category pilot at Tractor Supply
2022 Core category test expanded to full-chain distribution
Improved Shopper Experience
Development and implementation of state-of-the art part-finding
tool with leading Canadian retailer (patent pending)Simplified packaging navigation across multiple product segments
Built Credibility with Retail Partners
Replacement-part specific insights no other vendor could supply
Branded solutions to de-commoditize the category and increase margins
and penny profit
Methodology:
Phase 1: In-depth interviews were done to identify triggers, pain points, moments-of-truth and influential factors that various shopper segments experience before, during, and after the retail and online shopping stages.
Phase 2: Mobile ethnographic research was deployed on a national scale and shoppers representing each target segment were directed to capture their entire in-store and online shopping journeys on their own smartphones (by recording videos and images) to harness their thoughts, reactions, decisions, and emotions at each step.
Phase 3: Results were quantified using a large survey of over 1000 shoppers to validate key in-store and online journey moments, and to compare key differences between retailers, shopper segments, equipment type and decision-making approaches with a higher level of precision for increased confidence and business projectability.