Unpicking the Path to Purchase for Digital Video2019.03.15
Our client needed fresh insight to support the growth of digital transactional video by increasing purchase frequency: converting renters to buyers and overcoming barriers to entry amongst non-users.
The client already had a bank of knowledge around drivers and barriers to digital transactions, but needed a new approach to unpick the intricacies of the shopper Path to Purchase, to bring a new way of thinking for their Marketing and Sales Teams.
Talking to current renters and buyers, as well as non-customers, we carried out 6,000 online interviews in 3 markets. We explored the entire purchase process across different platforms using a MaxDiff methodology.
To give stakeholders a clear direction for action and enable a more targeted strategy, we developed a bespoke segmentation per market, demonstrating the core growth profiles and trigger points to drive their digital behaviours.
This work will inform negotiations with stores, to better position our clients’ offer.