Our client, a global pharmaceuticals brand, wanted to understand how consumers navigate the nicotine replacement therapy (NRT) category, with a focus on understanding the path to purchase.

Through a series of accompanied shops with participants wearing camera glasses; customer journey interviews; and a quant survey of smokers and users of nicotine replacement products, we explore the smokers journey and where/when NRT fits. We then identified the key stages in the path to purchase journey and the role brands and formats have in influencing users.

Wrangler wanted to understand the Wrangler online apparel shopper journey with a view to optimising the experience and increasing both traffic and spend to Wrangler.com.

To achieve this, we sought to understand the apparel category journey, and how the Wrangler experience compared with competitive user experiences. We identified best practice and pitfalls when shopping online when shopping for jeans.

We undertook a multi-method approach included a digital task force, online accompanied shops, journey interviews and a survey with both customers and target customers.

Our insight provided a clear guidelines on how to optimise wrangler.com to meet the needs of different customer profiles and support the client strategy to double ecommerce spend.

Our client wanted to understand how shoppers shopped a specific fixture in department stores. To do this, we needed to understand how consumers shop the category, which helped us to explain shopper behaviour.

Through a nationwide digital taskforce and in-store  accompanied shops we learned about consumers strong emotional relationships with their jeans.  This helped us to understand their shopping behaviour which we explored through a series of in store observations and accompanied shops.

The insight presented has instant impact with the brand developing new signage, different messaging and developing different cues to direct the shopper in the way they wanted.