Consumer Durables
Repositioning a Home Cleaning Appliance in E-Commerce
CONTEXT
The client was seeking to reposition their home cleaner brand against competition and needed to understand their target shopper’s online journey.
TransactionPath™ captured shopper behavior via qualitative personal journeys and used click-stream analytics data to understand how consumers engage with websites and ads online.
LEARNING
Research mapped the consumer journey on Amazon where they focused on the benefits over specific features.
Big data provided a list of websites and category-specific web searches prior to purchase including Consumer Reports.
Website traffic data illustrated the competitive pressures online.
GROWTH OUTCOME
We provided competitive opportunities in the digital marketspace for the brand to stand out.
Research also highlighted opportunities for the brand to leverage positioning that delivered on benefits in the category and reduce barriers to shopper choice.
