Our client is an alcoholic beverage retailer in the Canadian market. In an effort to better respond to changes in the competitive landscape and drive sales growth, the client team commissioned a Shopper Journey Mapping Study. Specific goals of the research were to update and validate their knowledge of the shopper experience at their stores, discover pain points that needed to be addressed, and explore shopper perceptions of potential new services that could be offered.

We leveraged a two phased approach consisting of qualitative mobile-shop alongs, deep-dive interviews and quantitative validation / sizing.   

Target consumers (past month retail shoppers) were recruited from the quantitative effort to participate in mobile shop-alongs where they visited specific locations and answered a series of questions through guided activities, including uploading photos and video illustrating their experience. Video in-depth interviews were then conducted among participants to further deep dive into the moments that matter identified in the shopping journey and to explore opportunities to optimize the shopping experience. 

Once the foundational journey was mapped, and online quantitative survey was leveraged to size and validate each of the touch points, and address key questions from the client team surrounding pain and pleasure points along the path to purchase.   

From questionnaire/guide approval to final report delivery was approximately 8 weeks.  At the conclusion of research, results were presented to a cross-functional client team in preparation for ideation sessions.  

With clearly identified pain points / optimization opportunities, the client team is currently working towards refining their marketing strategy in an effort to grow the brand.