Research-Driven Purchase Conversion Strategy
The Call
Our retail client’s stores offered a variety of grocery, meal, and convenience items in addition to an access point for many of the brand’s services. They had seen a steady rise in service-related traffic at suburban locations, yet conversion to same-trip purchases remained low. Despite prior promotional efforts, many customers were leaving without exploring the store, leaving our client needing to understand the behavioral and perceptual barriers behind this pattern and identify actionable strategies to increase conversion.
Catapult Insights was selected due to our expertise in the consumer retail and QSR space and our proven record of translating quick insights into actionable strategies.
Our Response
We collaborated with our client to design a qualitative approach consisting of intercept interviews in stores with pronounced purchase conversion challenges. We targeted customers engaging with the store’s service offering, including a mix of those who shopped the retail offering and those who did not. The goal was to unpack the decision-making process in real time, capturing motivations, barriers, and missed opportunities.
The Celebration
Our research identified key insights about trip mission rigidity, promotional blind spots, associate influence, and impulse potential playing roles in purchase conversion. We delivered concise, actionable findings which included internal team conversation-starters that drove a workshop discussion around employee training and sales aides, refinement of promotional messaging and placement within customer journeys, and store layout and merchandising adjustments to better capture attention and interest. By meeting customers in the moment and understanding their mindset, our client gained clarity on how to convert service-related traffic into meaningful engagement which is already resulting in increased retail sales.