Understanding Customer Experiences to Fine Tune Communication Strategy
Situation
Eureka, a major vacuum brand, had uncovered a major pain point for consumers–hair and debris wrapping around and clogging the vacuum brush roll. Users had to find ways that were not always effective or pleasant to fix this problem, including using scissors to manually cut the debris from the roller. To solve this problem, Eureka developed a new, market-exclusive Brushroll Clean technology. Before launching the product, they needed to understand the most effective way to communicate this technology’s many benefits for both the initial product sell-in at Walmart and then ultimately to drive customer sales.
Listening & Learning
After learning that packaging and in-store displays were the primary opportunities for messaging and communication, Compendium designed a research approach that included in-person focus groups with Eureka and Walmart target customers. A variety of concepts were evaluated to see what would resonate, including:
- How to describe the Brushroll Clean technology.
- Naming options for the feature.
- Visual options to bring the technology to life.
An interactive, mock, in-store experience was created where participants could evaluate and provide feedback on various packaging options, point-of-sale materials and in-store displays.
Leveraging Insights
Observing the customers and interpreting their feedback, the Compendium and client team delivered:
- Clear insights and strategic recommendations for the product and campaign sell-in to Walmart.
- Specific guidelines for packaging and in-store displays, which included the voice of the customer-inspired recommendation on how to use direct and descriptive messaging on how the Brushroll Clean system works.
Leveraging these insights, the client sold the feature into Walmart and developed effective sales materials, product packaging and in-store displays.
- The Brushroll Clean was the most successful launch for the brand in 10 years, including an exclusive co-partnership launch at Walmart and a national television and digital campaign.
- Drove a 10% increase in sales.
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