A leading brewer in the Czech Republic wanted to understand why sales at a large hypermarket were underperforming against its expectations. It wanted to get hard data about how the layout of the store in general, and the beer section in particular, were shaping consumer behavior.
We explored actual shopping behavior through in-depth interviews with purchase intenders and recent buyers. We also spoke to retail sales representatives and Philips sales consultants to probe the impact of in-store sales efforts on the purchase journey. We validated these findings by collecting quantitative data through an online survey of intenders and recent purchasers in a number of major Russian cities.Outcome
The research gave Philips insight into the entire purchase journey, online and offline touchpoints, and the post purchase experience.