The Challenge
A Sports Nutrition Manufacturer wanted to evaluate and identify strategies that would increase sales and improve shopper perceptions of their online shopping experience.
The Method
InContext conducted an online shopping simulation and survey to test which strategy would drive category growth: Value Offer at Checkout, Interruption at Checkout, and a Weight Management Landing Page.
The Results
Our research showed Interruption at Checkout increased category sales by +18%, driven by incremental featured brand sales (+88%). Value at Checkout increased brand 1 sales (+81%) through stealing from Brand 2 (-17%) and others, resulting in flat category sales. Landing Page did not meaningful impact any top brand sales, resulting in flat category sales.
Based on our findings, we recommended an Interruption at Checkout pop-up offer added to the checkout process whenever a shopper is buying Health & Wellness products to drive the best result.
