Path to Purchase

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The Evolution of Smooth brand was keen to exceed consumers’ expectations by continuously delivering new and engaging activations on shelf and in aisle.

Evolution of Smooth recognized an opportunity to dial up experiential elements along the path to purchase. The brand was keen to exceed consumers’ expectations by continuously delivering new and engaging activations on shelf and in aisle.

Evolution of Smooth were aware that tapping into a shifting demand in the landscape required activations fit for purpose in order to drive conversion, so they decided to begin building out their shopper strategy by leveraging voice of customer. Working together, the consumer-centric strategy was built around a rich understanding of the in-store path to purchase experience; drivers of consideration within the category; and untapped shelf and display optimizations.

As a trusted advisor, it became our mission to provide a foundation for successful strategic planning. Our solution provided Evolution of Smooth with vital foundational knowledge, rooted in consumer insights.

To contextualize the learnings, we layered in emerging trends relevant to the retail landscape. We tapped into a broad sample of beauty shoppers across the US. The shoppers shared their thoughts, perceptions, and experiences in a social-media style survey. In order to inspire new activations, a subset of consumers also shared ‘selfie’ style videos speaking to key touchpoints along the path-to-purchase.

We were able to demonstrate a number of opportunities for optimization along the path to purchase, whilst recommending several scalable activations. The deliverable also included customized portions around specific retailers to support seamless integration ahead of key meetings.

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