1. BUSINESS OBJECTIVES
The primary objective of the research initiative was to facilitate a comprehensive understanding of consumers’ perceptions, behavior and expectations across various channels and retailers. The research design was developed to assist the client in improving and re-assessing their merchandising strategy.
2. BAZIS SOLUTION
The study comprised two phases in key beauty retailers in Moscow and St. Petersburg. Phase One involved observing the shoppers’ behavior in store and identifying their typical paths to purchase. Phase Two involved in-depth interviews to understand shopper paths in store, evaluate the impact of different drivers, and identify unmet expectations.
3. CLIENT IMPACT
The insights gained from qualitative data allowed the client to align its strategy with the beauty retail landscape in Russia.