The Objective

A large retail chain aimed to increase its market penetration and consumer wallet share in the competitive electronics retail sector by differentiating itself through enhanced consumer engagement.

The Strategy Unfold

Our approach included understanding comprehensive consumer journey analysis, identifying key touchpoints, and understanding points of interventions to optimize engagement and influence purchase behavior.

The work included understanding category dynamics, retail drivers, and shopper typologies across multiple categories including durables, computing, communication, entertainment, and wearables covering multiple cities (metros and mini-metros).

The output highlighted the evolution of the shopping matrix, the guiding factors, CDIT needs, touchpoints across the purchase journey, and implications for different functions within the organization, including marketing, sales, retail training, and product planning.

The Impact

A detailed 'Path to Purchase Model' was built explaining the entire consumer journey in electronics purchasing. This model has become the guiding light toward answering some fundamental business questions. It led to targeted interventions that enhanced consumer engagement, and informed strategic decisions across marketing, sales, retail training, and product planning.