Developing a baby category strategy

The challenge

Our client, a major global brand, needed to improve its understanding of how mums shop for baby change-time products in the UK. There was a need to prioritise in-store and out-of-store communication and marketing spend in order to refresh their category strategy for the next 5 years.

The solution

We worked closely with the client over a 6-month period on a number of complimentary projects. These involved a wide range of techniques including in-store observations and safari groups/depths, in-aisle quantitative surveys and online interviews. This enabled us to build a comprehensive understanding of mums' shopping habits and attitudes.

We worked in close collaboration with the client to develop both their overall strategy and specific strategies for key individual retailers. This involved jointly hosting strategy planning workshops for these retail partners. Our insights were used directly to inform strategic and tactical decision-making.

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