Case Study

Global Yoghurt Company

Shopper journey research.

Global Yoghurt Company

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


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.


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.

Contact  Amy

Contact Practice Director

Amy Meekings

Associate Director, Strategy

Amy Meekings is an Associate Director within Javelin Group’s Strategy practice. She has 10 years of digital transformation experience, and has spent the last 5 years focused in the retail and consumer sector with Javelin Group. Her experience focuses on omni-channel, ecommerce and digital strategy for a range of retailers, brands and consumer facing businesses including Unilever, Shop Direct, LEGO, Blokker, Post Office and RAC. Prior to joining Javelin Group, Amy worked on over 35 projects within the strategy teams at RSe Consulting and Tribal Group focusing on customer-led transformation. She graduated from Keble College, Oxford with a First-class BA (Hons) in Geography.