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
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