Customer Research Reveals Secrets to Increasing Scratch-Off Lottery Play

Overview

Our client knew that a deep focus on customers’ experiences could reveal growth opportunities. But it lacked the analysis to understand shoppers’ behaviors and needs.

Our customer experience (CX) consultants used quantitative and qualitative research to drill into customers’ experiences. We used that research to craft personas, lay out journey maps, and identify critical moments that would determine shoppers’ loyalty. Ultimately, we charted a full-scale CX roadmap that’s helping our client increase revenue, boost customer loyalty, and capture more market share.

Business Challenge

Retail options are becoming abundant, and it’s more and more difficult for brands to differentiate themselves. At the same time, consumer behaviors are constantly shifting to include new needs, preferences, and expectations. If retailers aren’t actively analyzing their shoppers’ experiences and anticipating their needs, brands may see market share erode and slip away without warning.

Our client knew how essential it was to understand its customers on a deep level. But it lacked the analysis and insights to make customer experience decisions with confidence. To gain ground in an increasingly competitive field, the retailer needed to identify new shopping segments, drill into those shoppers’ deepest needs, uncover the make-or-break moments that earn loyalty, and develop a plan to differentiate the brand.

How Andrew Reise Helped

Andrew Reise conducted ethnographic and quantitative research about new customer segments that our client could pursue. We used this research to develop deep personas and to analyze those shoppers’ current journeys. Within those journeys, we highlighted key moments that were influencing shoppers’ decisions to buy. Finally, we laid out and prioritized a CX roadmap with 22 strategic initiatives to help our client increase revenue, widen market share, and accomplish its top objectives.

Uncovering Customer Journeys and a Path to Rapid Growth

Researching New Shopping Segments, Needs, and Behaviors

Our consultants conducted multimethod ethnographic and quantitative consumer research to understand customers’ deepest needs, shopping behaviors, and pain points. We used this research to create personas and identify new customer segments to target.

Drawing Current State Journey Maps to Uncover Needs

Our team mapped out the current journeys of customers to highlight their preferences and pinpoint any roadblocks that were causing friction during shopping.

Pinpointing Moments of Truth to Grow Loyalty

We used in-depth analysis to uncover five critical moments that impacted customers’ purchasing behaviors and long-term loyalty. Then we developed a plan to perfect these moments and boost customer loyalty.

Charting a Full-Scale CX Roadmap

To help our client seize growth opportunities, we laid out a multistrategy CX roadmap. This included more than 20 plans that our client could follow to increase revenue, grow market share, reduce churn, or accomplish another high-ROI goal.