A social media client wanted to understand the challenges local business owners face when they begin using online marketing tools to promote their local shops. To best address the needs of shop owners in the digitized era, it was crucial to take a 360 degree view of the shopping landscape and assess the needs of both local shoppers and shop owners.
In close cooperation with the client, we conducted two separate multi-country studies. We surveyed over 14,000 shoppers and shop owners and conducted a segmentation for both groups. Shoppers were asked about shopping behavior and motivations to shop locally, while the focus for shop owners was on selling initiatives and their digital marketing behavior. We used Latent Class Analysis as an approach to discover respondent segments with similar (latent) preference structures. To paint the full picture of the segments we enriched survey data with warehouse behavioral data.
Our research enabled extensive roadmap planning to optimize content and communication to different types of local shop owners. Insights were communicated by the client in various publications to help shop owners best fulfill shopper needs and learn best practices for using digital marketing tools. Findings were shared in the client’s marketer insights portal.