An in-depth path-to-purchase study revealed how consumers shopped the category along with the steep in-store sales barrier the Futuro™ brand faced.
“What we found was that shoppers who visit the store when they need a brace or support are confused by the options,” explained David Harper, Market Development Manager at 3M. “A significant number of people approach the display, get frustrated and walk out of the store empty-handed, because they have unanswered questions. The issue was big enough that we needed a solution.”
To engage consumers in a meaningful way and help them navigate this complex category, the 3M team went down multiple paths, with limited results.
“Then we thought, ‘Well, everyone has a phone in his or her pocket, how can we utilize content on phones?” said Harper. “Trends are certainly supporting mobile first, and we thought that a mobile Product Selectors might be a good solution.”