Make the entire shopping experience better - starting with awareness and consideration, all teh way to the final purchase. We help you make the entire shopping experience better – starting with awareness and consideration, all the way to the final purchase. Through shopper research, we uncover what really influences buyers at every step, how they make decisions, and what ultimately gets them to say yes. We explore shopping habits across channels, test messaging and promotions, and pinpoint the triggers that turn browsers into buyers. This full-picture understanding of shopper behavior gives you the insights you need to fine-tune your strategy and boost sales.
A major company offering companion animal prescription products through veterinary offices and online retailers faced a rapidly evolving marketplace, intensified by upcoming competition and an increased retailer presence that directly changed pet owner purchasing behavior. Their core business goals were to proactively understand and influence the pet owner path to purchase to optimize their market position and effectively message by purchase channel, thereby maximizing revenue and solidifying brand loyalty.
Our qualitative path to purchase research provided foundational insights into the multiple purchasing channels used by different types of pet owners. We confirmed the channels most utilized by pet owners when they make decisions throughout the entire purchasing journey, and the reasons for such purchases. In the qualitative research we also began to explore various pet owner segments – such as new-to-home pet owners vs. multi-pet owners and dog vs. cat owners – which were further investigated in the next phase of research.
Using those learnings, we designed a robust quantitative study to rigorously confirm the path to purchase steps and further understand strategic touchpoints against which our client could take action. The results confirmed many of the key findings from the qualitative research, but also identified additional informational resources, purchasing channels, and advertising avenues to pursue.
The resulting optimal strategy suggested a targeted, resource-focused approach to secure both the initial recommendation and long-term retention. Not only was it important to influence pet owners in the initial purchasing stage, but also to alleviate their frustrations around unclear and incomplete product information throughout the journey. Our client was able to use the path to purchase findings to pursue a multi-channel strategy, which incorporated websites, social media, and vet engagement. This resource-focused strategy successfully countered the threat of loyalty erosion, maximizing our client’s market position and solidifying the brand loyalty required to thrive in an evolving and competitive prescription marketplace.
