Nail Care

Understanding the Decision Tree and Path-to-Purchase by E-Commerce Channel

CONTEXT

  • A nailcare brand needed to understand the purchase decision hierarchy in the category and map out the different shopping journeys by e-commerce channel.

  • OmniPath® captured shopper behavior via qualitative personal journeys and a behavioral survey to map the shopper journey.

LEARNING

  • Shoppers find nailcare to be fun but got easily frustrated when they made mistakes.

  • Research identified specific factors to stand out and impact shoppers at the physical and online shelf including reviews.

  • Proprietary, dynamic research understood the consideration drivers at each stage of the consumer journey.

GROWTH OUTCOME

  • We identified ways to activate key learnings on the consumer decision tree including messaging to prioritize.

  • Guidance was provided that varied by journey stage, subcategory, subsegments, and channel.

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