Shopper journey research and shopper marketing playbook in Spain and the UK for a global yoghurt company.

Project

With a newly developed Shopper Marketing team, Javelin Group was engaged for a 10 week project to understand the shopping behaviours of yoghurt shoppers in Spain and the UK, and to identify what the company needed to do to meet their needs better.

3,000 shopper interviews were conducted online in both Spain and the UK to deliver robust results regarding shoppers’ level of planning, interaction with touchpoints, and messaging preferences when purchasing yoghurt.

In parallel, Javelin Group conducted proprietary shopper journey analysis across key touchpoints to identify priorities for improvement.

Benefits

Javelin Group combined this analysis to produce an actionable Shopper Marketing playbook with the aim of helping teams to understand how to win in each channel, for each mission, and for different life stages. The playbook contains clear actions and associated leading practice to drive significant improvement.

Find out more about Javelin Group’s Digital Strategy for Brands service line.