Understanding Online Shoppers

Business challenge

A global manufacturer of home care products recognised that COVID-19 was causing shoppers to change their behaviours and use online purchase channels more frequently.

As they hadn’t had much focus on online channels previously, they realised that they needed to understand these shoppers, and in particular:

  • Who are they?
  • What do they buy and from where?
  • What are their shopping and product needs and how do these differ from in store purchases?
  • How and when should the client comunicate with them?

Our client therefore decided to conduct research to gather insight about these shoppers so they could adjust their product and marketing strategies if necessary.

What we did

We conducted an online segmentation study which took respondents through their shopper journey when purchasing a product from a relevant category.

Survey participants


3 markets




5 categories

Air care

Laundry care

Bathroom care

Surface care

Pest control


We used the insights from our research to create six segmentations (one for each of the key category-market combinations). We then mapped these onto our client’s existing frameworks. The segmentations have helped them to identify who they should target and the best way to meet these shoppers’ needs.

Our client is now using the segmentations to build their brand strategies in the relevant markets and to develop their e-comm strategy.