Not on the High Street (NOTHS) has seen an increase in both awareness and consideration in the last few years. However, the brand wasn’t converting at the bottom of the funnel nor driving repeat purchase at the levels of competitors. The brand was keen to identify the key triggers and barriers on the online purchase journey from discovery to delivery to uncover white space areas.
We used a two-phased approach to the research. The first stage entailed conducting a nationally representative online study with over 7,000 online shoppers. The second stage we focused on NOTHS shoppers, conducting an online survey with more than 2,000 participants from the customer database. The content of the studies included an understanding of category and occasion path to purchase, the motivations and barriers to buying online and explored the purchase experience with NOTHS and its online retail competitors.
The results uncovered clear strengths and weaknesses to the brand offering based on consumer experience with NOTHS. We were also able to identify the reasons why key competitors had been more successful in converting to purchase across a number of different categories whilst also highlighting the white space areas for NOTHS to own within the online shopping market.