Retail Channel Penetration
Retail Channel Penetration
Retail Channel Penetration
RETAIL CHANNEL PENETRATION CASE STUDY
- Situation:
A French manufacturer, the category leader in Europe, wished to expand into the U.S. through home improvement center distribution. The manufacturer was a proven efficient producer with an established history in Europe. However, they recognized that although they experienced a great deal of success Europe, they needed to better understand the North American market during their plans for expansion.
- Solution:
The manufacturer needed key insight into the wants and needs of the American consumer, brand awareness in category and product satisfaction and expectations. A customized marketing research program was put together that uncovered these topics through a exploratory qualitative research discussion and robust quantitative survey. Consumers and professionals participated yielding more insight into the category for the European manufacturer while solidifying the right product mix for the U.S.
- Outcome:
Consumer feedback pointed to three key needs within the category. Additional insights uncovered a regional and seasonal purchasing trend that was leveraged in communications with retailers. It was also clear that improvement could be made in packaging and messaging to communicate consumer’s key needs and eliminate frustration during the shopping process.