How we helped a global CPG player strengthen it’s relationship with different e-tailers


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.


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.


  • 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


Over the period of study, the client strengthened their relationship with different e-tailers by providing unbiased view of changing perceptions, behavior and experience