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Study #11

Industry: Home repair           Methodology: In-store interviews using photo-scan analysis
Project: Construction riser – merchandising and POS decisions

Background

The client was seeking to capture the reactions and thoughts of contractors and Do-It-Yourselfers to its new riser product, an innovative concept – both functionally and aesthetically – in a traditional product line category. The purpose of this study was to measure real reaction among consumers and contractors in terms of how they shop for riser products in a retail situation, observe their reactions to the new product category, identify common steps in the shopping and evaluation process, and identify key factors that motivate a purchase decision.

Approach

This study used on-site observation and interviewing at a select store location of contractors and Do-It-Yourselfers. Step by step customer behavior was observed, and documented using RAI’s photo-scan analysis. Customers were interviewed following their product selection to identify motivating factors, competitive considering and the impact of product packaging and merchandising. Merchandising aspects including messaging, packaging, and product category organization were key elements in their decision. In-store sales representatives were involved.

Results

The feedback provided the client with a basis for direction on competitive merchandising for both the consumer DIY and contractor segments. Specific feedback on placement, positioning, font size, coloring and initial messaging was instrumental to solidify competitive advantage at the point of purchase. These specific aspects were also used throughout additional supporting materials in their literature, training sessions, and more.

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