Philips
Electronics customer journey: Philips boosts high-end TV sales.
Case Information
This case demonstrates how community research provides in-depth insights into the customer journey for complex products. By following consumers step-by-step, you uncover concrete improvement points for your omnichannel strategy and pinpoint where your brand misses opportunities, both domestically and internationally.
The Question
How does Philips win the hearts of high-end TV buyers?
Philips, a globally leading electronics company, is renowned for its innovative products. For their high-end televisions, Philips sought to understand precisely how consumers orient themselves and proceed to purchase.
Through an in-depth electronics customer journey analysis, they aimed to identify opportunities to better reach and influence buyers, both online and offline.
The Challenge
Why dissect the complex purchasing process for high-end TVs?
Choosing and buying a premium television is not an impulsive decision; consumers take ample time for it. Philips wanted to gain insight into where they were missing opportunities in this extensive orientation and purchasing journey.
The challenge lay in uncovering various assumptions and hypotheses about brand perception and product features, such as Ambilight, across different countries.
The approach
Community research in two countries unravels the customer journey.
To make the customer journey of high-end TV buyers transparent, community research was established in Russia and Germany. With 200 consumers per country, we followed the steps of their purchasing process for four weeks.
This approach allowed us to daily engage and delve deeper into their experiences, guided by native moderators.
<span data-metadata=""><span data-buffer="">The result
From hypotheses to a concrete action plan for Philips.
The community research yielded a wealth of information that confirmed or refuted all of Philips’ preconceived hypotheses. This resulted in a clear picture of pain points and improvement opportunities within marketing, sales, and distribution. The subsequent quantitative research in five countries made this even more concrete, providing Philips with a clear action plan to boost high-end TV sales.
Consequence of the Result
How the insight led to action.
Optimise the in-store presentation of Ambilight.
Ensure sufficient space around the TV and activate the feature with dynamic content, allowing consumers to experience the spectacular ambiance firsthand and grasp its added value.
Streamline brand expressions per country.
Harmonise the look & feel of Philips’ promotional materials across different product families and nations, ensuring a consistent and modern brand image that enhances professionalism.
Localise marketing strategies effectively.
Consider cultural differences in promotional materials and distribution, such as German ‘Gründlichkeit’ versus Russian practices, for more effective campaigns and improved brand experience.
Train sales staff thoroughly.
Ensure salespeople can expertly explain and demonstrate the unique features of high-end TVs, such as Ambilight, so consumers make fully informed purchasing decisions.
Enhance the omnichannel experience.
Integrate insights from online orientation and physical store visits to create a seamless and compelling customer journey that aligns with the expectations of high-end buyers.
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What is community research and how does it help with customer journeys?
Community research brings consumers together in an online group to meticulously track their behaviour, motivations, and decisions. It allows you to unravel the complete customer journey, from orientation to purchase, step-by-step, gathering valuable insights for optimisation.
Why is multi-country research important for global brands?
Multi-country research reveals crucial differences in consumer behaviour and brand perception across countries, which is vital for global brands. It helps identify inconsistencies in brand expressions or distribution strategies and optimises the approach per region, as seen in the Philips case with Germany and Russia.
How do you discover which features of high-end products consumers value?
By actively involving consumers in product experiences, both online and in-store, you uncover the true value of features. For Philips’ Ambilight, the live experience proved crucial for perception, directly impacting in-store presentation and marketing strategy.
Want to know more?
Do you want to know which product features make the difference for your customers?
Please contact Jean-Pierre. We can then look together at how Discrete Choice Modelling can sharpen your product choices.
