Target
Challenge
Understand middle-income consumer motivations behind electronics and entertainment store choice and purchases, and recommend products, groupings, and marketing that engages customers.
Approach
Use intercepts, group games, home visits, and shop-along observations, to determine customer and prospective customer values and expectations around the brand, the experience, and products.
Results
This research created insights and recommendations around price points, optimal brands, loss leaders, new services, marketing campaigns, and a departmental five-year strategy.
