Shopper

Inspiring solutions. Driving cross-category growth.

A Fortune 500 retailer wanted to redefine their ‘value’ section that typically sold seasonal dollar items into a destination where shoppers could engage with the section as an extension of their store experience. 

Research was conducted to understand the shopper, current perceptions of the store/section, and where the whitespace opportunities were. 

Insight

This shopper see’s value far beyond price. To them it’s about aspirational fulfillment, meeting the needs of a family, getting  ideas that help them craft, create and uniquely make something their own.  

Key barriers  were identified: 

• There is a disconnect between the sectional and the rest of the store. Unconsciously shoppers walk by because they discounted it as 'cheap junk.'
• The current tactic of promoting price as a bargain doesn’t meet shopper expectations of their in-store experience. The shopper need state has not been fulfilled. 

Goals

The retailer was challenged to: 

• Inspire shopper creativity with imagery, display, and product positioning to help this section give him/her the same emotional fulfillment as the rest of the store. 
• Entice shoppers to transform an everyday product into an enjoyable experience or solution (motivation) and provide the ancillary products needed to create it (action).  Solutions can build brand engagement and drive action.
• Bridge the on and offline gap between regular shoppers who seek “idea generators”  online by providing an immersive, custom, in-store experience beyond product adjacency.
• Drive the shopper to other parts of the store to 'complete' the experience.
• Show value. Value defined by: 1) Giving the shopper creative ideas (aspirational fulfillment)  2)  Saving her time and money (convenience).
• Move beyond traditional seasonal choices to creating solutions based on occasions and activities  (i.e. lemonade stand in the summer, birthday party, camp fire fun).

Solution