Household Cleaning Products
Understanding the Path to Purchase in an eCommerce Context in Latin American Markets
CONTEXT
The client needed to understand how shoppers navigate their given category in different shopping contexts while also uncovering similarities and differences across needs, behaviors, and motivations, all focused within a Latin American market.
TransactionPath™ helped to uncover influencing factors during the online shopping journey that should be prioritized.
LEARNING
Using Qualitative and Quantitative research, along with Digital Behavior Analytics, we developed the full picture of how shoppers navigate the category online on their way to making purchases.
Our findings included an understanding of what shoppers value in the category and best ways to target different shopper types online by seeing what types of sites they visit, and at what times of day they visit them.
GROWTH OUTCOME
Leveraging Insights, Behaviorally Provided Guidance on:
Influencing factors during the online shopping journey that should be prioritized.
Top considerations for purchase decisions that influence shopper navigation.
Guidance on how the decision criteria varies by journey stage, subcategory, sub segment, and channel.
