Food & beverage manufacturer needed to develop a strategy to optimize their marketing and advertising spend for emerging e-commerce channels including click & collect and delivery.
Low incidence population: Though rapidly increasing, a small percentage of grocery shopping is currently done online, and relatively few US adults currently use click & collect and delivery for category purchases.
Granularity: Shopper touchpoints and experiences would need to be captured in detail requiring in-the-moment data capture and feedback.
To successfully address challenges related to low incidence and granularity, Purchased designed a dual quantitative research approach that combined naturalistic and directed methodologies:
To ensure granularity of results, the Purchased Shopalong mobile app was used to capture shopper behavior and feedback including:
Data and insights were provided for the consumer CPG team with custom live dashboards that enabled stakeholders to drill-down into specific results and to view real-time information by shopper segments and demographics.
With the insights from these data the CPG food category team was able to prioritize areas to focus marketing efforts for maximum ROI, including: