The Problem
Hoover needed to prove to potential retailers that their new product in development would appeal to both consumers and buyers, and be a sound investment for major retailers to range.
Their sell-in success depended on credible proof of market demand and they needed insights from consumers that would:
“We are presenting to people who have been in the industry for a long time. Being able to show buyers research data about the shopper is really important.
It validates ideas and helps them (buyers and category managers) make a decision.”
Action Plan
Hoover partnered with Mumpower to conduct a Market Research Initiative, designed specifically to equip the retail team with buyer-ready insights to scale sales.
Mumpower surveyed 350+ Australian mums to uncover:
Every question was strategically crafted to directly answer retail objections and provide data-backed confidence to support the sell-in process and dialogue with category buyers and produce a clear, credible narrative of shopper demand that retailers could trust immediately.
Results
The research delivered the commercial proof Hoover needed and created an immediate shift in retailer confidence! As a result:
Harvey Norman confirmed they will be ranging the product in 40 stores.
Consumer Research was described as “absolutely helpful” and pivotal in opening doors with retail decision-makers.
Data validated the product’s relevance, key selling features and strengthened the brand’s conversations with retail buyers.
“Harvey Norman will be ranging the product into 40 stores. The research was absolutely helpful in this process.
The doors are open now.”
Marketing Director Tempo Group (inc Hoover division)
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