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Context
With the growth of e-commerce and the plethora of options available to shoppers today in terms of e-retail market / platforms therein, shopper journeys are becoming increasingly complex. The client, a prominent alcoholic beverages brand, therefore needed to decode the complex web of shopper pathways in context of off-premise purchases, with a focus on e-retail and more. Specifically, journey drivers, key platforms and touchpoints, and platform perceptions, to inform their e-retail strategies further.
Challenge
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Study conducted during peak Covid - we needed to therefore pivot to a fully online / remote research model
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Simulated online shopping rarely captures real life behaviour and concerns, we need to find a way to capture live shopping journeys, as they evolved over minutes, hours, or days
Approach
7 days mobile based self ethnography, followed by in-depth, retrospective interviews
We chose to recruit and speak to those who were likely to have a purchase occasion for beer coming up in the next few weeks at the latest, so we could follow along on a real life purchase journey as opposed to simulating one
Outputs
Through an engaging 1.5 weeks of following shoppers' journeys via their self ethnography outputs, and follow up interviews, we identified 7 shopping need states specific to beer (and cider). We dived into each of these to map out the journeys undertaken - step by step, screenshot by screenshot, using the interview details to fill in gaps and surface up say-do gaps where needed. Through these, and a strong contextual understanding of shopper perceptions, we were able to deliver a pin pointed view of opportunities in e-retail.
7 distinct need states that trigger shopping journey and create distinct contexts
Sample of journey for one of the need states
Dedicated pointers along e-retail platforms to call out key opportunities and misses
Dedicated pointers along e-retail platforms to call out key opportunities and misses
Impact
✔️ Client went onto subsequently commission further quantitative work following the success of this research
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