Providing a new behavioural perspective to inform an in-store testing programme
A key challenge recently addressed for a major fmcg brand was to drive more footfall in the frozen aisle. Our expertise steered the approach which mapped key behaviours – and the relationships between the consumer, brand and retailer participants across the shopper journey. From this we created a new hypothesis on the shopper journey and identified the specific behaviours which the brand had to change.
In providing a new perspective on an ingrained challenge – and so that consumer behaviour could be influenced in the desired way – we also created a structure for change that included a shift in the brand’s own corporate behaviours.
The work is now being used to steer the development and design of bespoke in-store testing and experimentation, which will inform a new brand and sales response to the challenge.