Effective merchandising for exclusive/special product lines.
The challenge
The client, a global FMCG brand, needed help in defining the most effective ways to merchandise their 'exclusive' lines of products across all digital estates and channels. The goal was to understand what 'Good' looks like in the market, and through testing find the most effective product merchandising, also document merchandising standards and guidelines to continue to exceed customer expectations.
The approach
Exploratory research was conducted in collaboration with the client's Service Design team, starting with a deep analysis phase to gather findings and gain insights from internal and external sources, competitors, global eCommerce trends, and customers.
The team identified the most relevant pain points and opportunity areas, as well as defined and tested a set of design hypotheses and digital propositions with real users.
The results
The team's research revealed that the client's digital experience was falling well behind competitors in many aspects, including digital grocery experience, service offering, effective and relevant product information visualisation, and more. The research findings led the client to the generation of innovative ideas that uncovered opportunities and addressed potential issues.
These ideas formed the basis for a new strategy aimed at enhancing the overall shopping experience. The strategy focused on identifying several improvements, beneficial features, and concepts to enhance different stages of the entire shopping process. This work is ongoing.
