IDENTIFYING GROWTH OPPORTUNITIES OF NEW PRODUCT EXTENSION
A well-established retailer had recently developed and launched an online shop as an extension of the business, and was keen to understand the perceptions and needs of existing online shop users, as well as the potential market for broader growth. Key objectives and outcomes of the study were to identify priority targets and key communication strategies to drive both customer growth and engagement.
AOR developed a comprehensive research program, within a tight budget, which included both qualitative and quantitative research, and a mix of online and telephone interviews to achieve representation of both the general population and key target segments. Focus of the research was to understand awareness and usage of the brand and the new online shop, gauge consideration broadly and among specific segment, and identify key customer needs in product range, experience and positioning.
AOR identifed the broader potential customer base for the online shop, and provided strategic guidance on key communications strategies, opportunities to optimise the user experience, and strategies for ongoing engagement.