Understanding the Shopper Journey

The Challenge

Illuminating the shopper journey across key social platforms and verticals to establish benchmarks for today and provide guidance for product and feature development for tomorrow.

A leading social media platform, looking to expand its relevance in people’s shopping journeys, wanted to measure the impact of exciting new platform features as they’re introduced. Cautious not to put the chicken before the egg, they first needed to understand their role in shopping journeys today so they could create a foundation from which to asses future progress and fuel innovation.

The Approach

Alert to the challenge at hand, we created a survey that gathered data from thousands of respondents. We then dove into multivariate analysis, where we teased out not only what people are doing in each vertical (and how often) but when they engage as well.

And because we’re endlessly curious, we didn’t stop there. We kept going to understand why they turn to various platforms and resources, by employing advanced analytics to discern the relationship between hundreds of shopping behaviors and their underlying motivations.

The Impact

Across people and categories, we discovered where our client currently commands the field along the shopping journey and who they’re competing with at specific points throughout.

In order to maximize their presence and develop innovative products that matter, we provided distinct, yet complementary, strategic recommendations by key purchase categories and platform user types.