BOLSTERING RETAIL PARTNERSHIPS THROUGH SHOPPER JOURNEY UNDERSTANDING

The CHALLENGE

Operating in a booming category, but with no market research history, this electronics accessories client was hungry to know more—about its shoppers, its environment, and the shopping journey.

Burke helped the client team understand its consumers’ behavior and motivations in order to better meet their shopping needs to win big in the marketplace.

The APPROACH

Burke designed a Journey Mapping learning plan that provided insights into shoppers’ behaviors, preferences, and purchase decisions.

• A “blueprinting” work session was a critical first step that helped us understand what the client team already knew and what they wanted to learn about its shoppers’ journey.
• Shop-alongs with the shoppers in a range of stores allowed us to observe shopping behaviors and learn about their journey in context.
• A quantitative survey gathered deeper insights about different shopping journeys. This information gave us full visibility into common shopping patterns in the category, including the steps taken, the helpfulness of each step, and the impact of each step on the final purchase decision.

The OUTCOME

The research uncovered important touchpoints, as well as key influencers, that enabled Burke to recommend action in areas of high priority for shoppers. The client presented the journey stories to nine key retailer partners and highlighted better ways to address shopper needs and pain points in each retail environment, as well as how to best utilize in-store and out-of-store touchpoints to engage shoppers with the client’s brand for the benefit of the category. Through this work, Burke provided the client the tools they needed to better position themselves and their retail partners to win with shoppers in this category.