Overview
A beverage company wanted to understand its consumer’s coffee buying behavior and barriers to purchase in relation to competitors within a membership club store environments with 1:1 interviews.
Insights
Recommendations
The brand had issues standing out in the homogenous big box store
​
​
Strategically group the brand together to create a strong, cohesive visual presence, even with different product types
​
​
The brand had a reputation for being expensive, so price motivated respondents passed it in-aisle even though the price was on par with competitors
​
​
Create clear sale tags, accentuating the savings
​
​
Work with small business credit card partners to create exclusive incentives for office items
Many respondents reported shopping coffee at club stores for their small business needs
Impact
The brand adapted these strategies with their big box partners and returned for additional studies.
