Capturing DIY customers and pinpointing sales opportunities

The opportunity: Accelerating online sales by capturing DIY shoppers

Henkel and their Walmart merchant began working together on a plan for an upcoming modular in Walmart stores. The new modular presented an opportunity for Henkel to accelerate sales by capturing more of a key customer segment: DIYers.

Henkel determined that the best place to start was with the basics. They set out to evaluate the entire category, the customer segments in it, and their own brands and products.

The approach: Broad category and customer analysis

Henkel kicked things off by evaluating their current performance. They combined in-store audits of the existing modular with Scintilla Shopper Behavior reports to conduct space-to-sales analysis and assess how each modular size was performing.

Then they examined what each of their brands brought to the category and how they influenced customers’ baskets. Digging into the Shopper Behavior Multichannel report and shopper profiles helped them identify the core customer for each channel, segment, brand, and product.

Their findings revealed multiple opportunities. First, Henkel’s assortment in stores was missing key customer needs due to assortment gaps. They began forming a strategy to plug those gaps and meet demand. Second, they uncovered significant differences between in-store and online shoppers—to maximize their success with each group, Henkel would need to develop a distinct strategy for each channel.

To better understand the shopping habits and decision-making process for customers in each channel, Henkel turned to the Customer Decision Tree and Customer Priority reports in Shopper Behavior Assortment Deep Dive. They evaluated each component by modular type, both in-store and online.

They also used Customer Perception to survey Walmart customers and form a more complete picture of their shopping journeys, with questions like: