Overview

When US consumers run out of soaps and cleaning products, most write a reminder in their phone or on a grocery list to repurchase in-store. Few purchase those products online. Arau Baby fits into this product category; we want to change consumer purchasing habits to boost our online sales since our in-store presence is currently limited.

Project Steps

• Pre-research hypotheses: Why do consumers prefer purchasing in-store? We hypothesized that consumers could wish to avoid liquid spills in transit, shipping time, higher online costs, or the inability to smell products before purchase.

• We found the main motivations behind consumer purchasing habits through primary research. Price is a serious concern for in-store purchasers. Many consumers also have shipping time concerns or just have not considered online purchasing as an option. Convenience is the main motivation for those who purchase online. 

• Based on the insights summarized above, we formulated a campaign emphasizing pricing similarities, convenience, and ease of online purchase compared to in-store.

• Bonus insight! I slipped an additional question in with this research. We asked half of the participants if they preferred ‘natural detergents,’ and the other half if they preferred ‘non-synthetic detergents’. Though the questions are synonymous, the latter phrasing received significantly more adamant answers than the first. This was a key insight when deciding on the voice used in future advertising.