One of the largest online retailers in the world wanted to understand their different consumer segments by customer lifecycle in order to support growth in their membership program. Ultimately, they wanted to identify what drives people to join and what barriers are preventing those who haven’t.
Aspen Finn hosted online discussions with each of the five segments, exploring the motivations behind purchase decisions, including lifestyle, shopping behaviors, and relationships between online retailers and consumers. Then key respondents were routed into live, webcam interviews to elaborate further on these themes, layering audio and video on top of text-based responses to develop consumer profiles across all segments.
Findings were used to inform the retailer’s communications, marketing, and product development teams on where the potential growth lies and how they can transition these consumers into participants of their online membership program.