FROM CROWDED CATEGORY…
The Ice Cream category is expanding with diet & lifestyle products.
Häagen-Dazs wanted to understand the purchase decision hierarchy and unconscious cues that would nudge sales in these new subcategories.
We identified three key decisions in the purchase journey: Flavour is a key consideration pre purchase. Fixture Format/Type are important. Diet and Lifestyle variants must be clearly merchandised.
These findings inspired in store and ecommerce category ideas for Häagen-Dazs to collaborate with retailers. Our Sales Trigger iterations also informed specific marketing activation.
…TO UNDERSTANDING PURCHASING DECISIONS
“The feedback was really positive. I heard that it was one of the best PDH studies they have seen, they loved the HD theatre section and inspiration piece and the overall holistic, blue sky type approach.”
Category Strategy Manager, Haagen Dazs