GRILLING THE COMPETITION

UNCOVERING SHOPPER TRENDS

At-A-Glance

Understand consumer segments to increase penetration and post-purchase engagement.
Identify touchpoints where consumers are most open to influence.
Identify the marketing activities that provide the most value in consumers’ decision to purchase/re-purchase.

The Challenge

A leading grill manufacturer wanted to better understand the consumer journey in the outdoor grill market. The ExperienceBuilt Group and our parent company, MMR Research Associates, worked together to gather qualitative and quantitative data about grill and smoker shoppers to uncover patterns and trends in their buying journey.

The Experience Solution

1) Experience Research + Journey Mapping

The ExperienceBuilt Group gathered qualitative data to get a holistic view of the grill and smoker market. We identified shopper types and their purchase barriers.

2) MMR Quantifies EBG's Qualitative Data

MMR quantified the qualitative data collected by The ExperienceBuilt Group in Phase 1. The ExperienceBuilt Group then customized the results to different product line and grill type owners.

3) Tailor Shopping Journeys to Customers

The ExperienceBuilt Group analyzed all qual and quant data to strategize shoppers’ end-to-end experience, customizing touchpoints for different shopper types.

The EBG Impact

By framing our strategy around shopper personas that emerged in Phase 1's journey mapping, we were able to tailor customers’ shopping journeys based on their shopper types.

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