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.
TransactionPath™ 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.
