A well-established tire manufacturer, aimed to assess the potential of expanding their brand’s presence in general merchandise channels. To make informed decisions about this market expansion, the company needed to understand consumer shopping behaviors, preferences, and perceptions related to buying tires at general merchandise retailers. Additionally, they required insights into how well their brand might align with the shopping environments of certain retailers to develop targeted marketing strategies.
Phase 1: Consumer Data Review
Thrive Analytics began by reviewing a combination of internal and third-party consumer data to identify key shopping patterns and preferences. Areas of focus included understanding who shops for automobile tires at general merchandise channels, the purchasing journey, potential friction points, brand perceptions, and competitive landscape insights. Key findings from this data review were shared with the client to guide the survey’s development, ensuring all relevant insights would be addressed in the survey and inform the Market Impact Report.
Phase 2: Consumer Survey
Following the data review, Thrive Analytics conducted an online consumer survey to assess the client's potential impact in specific retail stores. The survey targeted respondents across four distinct groups: retailer 1's core shoppers, retailer 2's core shoppers, a general U.S. population control group, and a client-specific impact control group. The survey gathered insights on product preferences, average purchase cycles, perceptions of retailers 1 and 2 as tire retailers, and intent to purchase the client's tires. The survey design incorporated pre- and post-exposure metrics across demographic segments, providing client with robust and balanced insights aligned with U.S. census demographics.
Phase 3: Data Analysis
Thrive Analytics analyzed the survey data to highlight key findings, including customer profiles, purchasing behaviors, and decision-making factors for tire purchases at general merchandise channels. We examined how the retailers compare to competitors, identified consumer friction points, and evaluated the role of brands in these retail environments. Findings were organized into actionable insights, guiding the client’s marketing, sales, and brand positioning strategies.
Phase 4: Report Development
The final phase involved developing a detailed Market Impact Study. Using client-approved templates, we crafted a report that outlined key messages, data-driven insights, and potential marketing narratives. Thrive Analytics integrated proprietary insights, providing a complete view of the market opportunity.
With the insights gained from the Market Impact Study, the client was able to refine their approach to general merchandise channels, positioning the brand strategically for Retailer 1 and Retailer 2 shoppers. The study equipped the client with data-backed narratives to enhance marketing materials, identify key consumer segments, and strengthen sales pitches. The comprehensive assessment of consumer shopping behaviors, paired with Thrive Analytics’ insights, enabled the client to confidently plan their next steps, expanding brand awareness and market reach in general merchandise channels.
