Consumer Insights: Auditing product & packaging quality in the E-Commerce channel.
Project Background
We worked with a global CPG company to measure their consumers’ quality experience, when purchasing and receiving their products via the E-Commerce Channel.
Our client wanted to take a proactive and consumer-centric approach to measuring the quality of experience with their products in the E-Commerce Channel. Previous research conducted by Eolas on behalf of the client had found that up to 1/3 of their products distributed via the E-Commerce channel arrived to the consumer with notable defects. Before they could begin addressing potential quality issues, they needed to better understand the defect impact on brand equity, so that they could focus internal efforts and resources in the right areas.
Client Objectives
Our client wanted to understand the incidence and extent of defects found with their products in the E-Commerce channel - and how this impacted consumer experience and repurchase intent.
Given the high rate of defects noted in previous studies, our client wanted to understand consumer experience at each E-Commerce touchpoint and in particular, explore what truly matters to their shoppers with regards to the quality of experience for primary and secondary packaging upon delivery.
Our Approach
We developed a bespoke E-Commerce Experience program, evaluating 9 products sold through one major E-Commerce website in the US.
We recruited 100 consumers to each purchase 6 of these products which provided a robust sample for analysis.
Having taken delivery of these products, consumers used the Eolas QualX Platform to complete an assessment of the 6 products that they received. The assessment survey for each product explored the following touchpoints: Delivery information, Secondary packaging, Protective packaging, Product Primary packaging and product quality.
Benefits for our client
By proactively engaging with real consumers our client was able to understand which defects were driving negative consumer experience with their online purchases.
Most importantly they were able to understand the role that different types of primary and secondary packaging was having on preventing or causing these defects. As a result they were able to rectify the issues with certain packaging types to ensure that their products would consistently delight their consumers in the e-commerce channel.
Maria O'Toole is our Commercial Director at Eolas, she would be delighted to share how our E-Commerce solutions are bringing value to the world's leading CPG companies.
Email: Maria@eolasinternational.com