Case study – SHOPPER – TCC Global
Understanding customer journey for TCC Global
Ahead of rewriting its marketing strategy, a large US grocery retailer wanted to fully understand how its customers experienced shopping with it. Magenta worked with shopper-loyalty experts TCC Global to map that journey from the inside out.
The challenge: A retailer ready to grow. A customer journey worth understanding
The retailer was performing well as a functional destination. The opportunity was to understand what their customers were really experiencing, and where the moments that matter most were being missed.
What we did: We followed shoppers from the kitchen to the checkout and back again
Through shopper journey interviews, accompanied shops, in-store observations across multiple stores, home visits and two surveys, we mapped every stage of the grocery journey. We identified the moments that matter, the points of friction, and the opportunities to increase footfall, basket spend and market share.
What we found: Grocery shopping is an act of care, not just a chore
What came out was a story far richer than a transactional task. The journey began long before customers entered the store, with the mental load of planning, the search for inspiration and the pressure of deciding what to cook. The biggest pain point was not in-store at all. It was at home, staring down the question of what to make for dinner.
Nine in ten customers actively sought external help with meal planning, but only 2% described their grocery store experience as inspiring. There was a clear opportunity for the retailer to step out of being ‘a place to buy groceries’ and become a more meaningful care partner for families.
The impact: Insight that didn’t stay in the boardroom
We delivered findings through a full-day workshop built around a five-metre customer journey visualisation. Rather than delivering a lengthy presentation, the entire team worked from the journey map, seeing the emotional highs and lows alongside the practical touchpoints. Video cards capturing the key moments were delivered directly to stakeholder desks. The client immediately ordered 200 additional copies to share with store managers.
“Magenta captured fantastic customer insights, identified the critical customer drivers and issues and presented them with great articulation and phenomenal passion.”
Retail Consultancy Director, Summit Media
If you want to understand what your customers are really experiencing, and where the opportunities are, let’s talk.