Case Example: Beauty & Skin Care 

Situation: The decision making process in the retail and beauty space is not linear. More than ever, consumers are using digital and social tools and platforms in the consideration and purchase process. The client’s global team has been tasked with driving substantial long-term changes across the organization that would lead to significant and sustainable growth. The team wanted to understand their priority opportunities across the Consumer Decision Journey to help them achieve these growth goals. 

Our Approach:

• Developed a brand appropriate Consumer Decision Journey framework, complete with all touchpoints, micro moments and key questions across the customer lifecycle
• Conducted a holistic review of the current consumer experience throughout the entire consumer journey – from awareness through retention/repurchase
• Identified customer-centricity related gaps, strategic opportunities, and quick wins
• Conducted a media mix and KPI analysis to understand media and marketing spend and KPI tracking as across the journey 

Results:

• A singular, visual depiction of the consumer decision journey that can be used by the entire organization as a foundation for planning and coordinating consumer-related initiatives
• Better alignment between marketing activities and spending with the consumer decision making process
• Increased personalization and customization for key target segments across the lifecycle
• Facilitated cross-functional alignment and fostered a consumer-centric organizational mindset