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.

  • OmniPath® 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.

Contact us today to Understand & Influence the Omnichannel Path-to-Purchase