How we helped a global CPG player strengthen it’s relationship with different e-tailers
THE CHALLENGE:
A global CPG player wanted to strengthen it’s partnership with leading etailers in SEA by understanding shopping behavior
and improving experience on the platform.
BRANDSCAPES INSIGHTS:
Mobile ethnography coupled with deep-dive interviews,
allowed us to:
Map the engagement with Pure-play, Grocery.coms &
On-demand players regarding missions, SoA, categories
bought, platform choice drivers.
Identify shifts in behavior over the past 3 years in terms
of channel interplay – by mission and e-tailer
Understand various personas and behavior owing to time
vs energy vs value
Platform experience from landing till the last click in terms
of what they were seeking, what happened and how they
felt.
MARKETING ACTIONS:
Engagement with e-tailers to leverage/ improve on
platform choice drivers.
Optimisation of assortment given platform x
mission x category preference.
App enhancements to improve experience.
Prioritization of personas to target through
communication
OUTCOME:
Over the period of study, the
client strengthened their
relationship with different
e-tailers by providing unbiased
view of changing perceptions,
behavior and experience
