Global FMCG Company Creates Market-Specific Conversion Advantage

FMCG Path to Purchase Success Story
Global FMCG Company Creates Market-Specific Conversion Advantage

The Challenge

Beauty Advisors were not being utilized as Brand Ambassadors

Their focus was solely on selling the products instore (without thinking about how they could influence sales across the omnichannel environment)

Fast Facts

  • Industry: FMCG
  • Location: Emerging Market, Asia
  • Solutions: Path to Purchase

The Solution

Using Nepa’s approach to Path to Purchase, over 1000 beauty consumers and shoppers took part in a study to understand exactly what they were doing, thinking and buying in relation to their beauty needs.

By blending passive data and stated data over a whole purchase cycle of at least 6 weeks we understood how different shopper personas were influenced, researched and bought beauty brands depending on their needs for specific occasions or moments.

The Results

The role of Beauty Advisors was leveraged across social media by sharing Instagram stories as ‘live product catalogues’ to influence potential shoppers.

Product ratings and reviews were integrated and amplified across all channels – in store and online.

Packaging was equipped with ‘Scan-Me’ codes to enable researchers interested to know more before they purchase.