Case Study: Goodwill of Southeastern Wisconsin and Metropolitan Chicago grows Gen Z engagement with The Dieringer Research Group

Goodwill of Southeastern Wisconsin and Metropolitan Chicago grows Gen Z shoppers 16% with The Dieringer Research Group

Goodwill of Southeastern Wisconsin and Metropolitan Chicago, a nonprofit organization, sought to build on its growing momentum with Gen Z shoppers. Their challenge was to gain a deeper understanding of this demographic to attract new customers, enhance shopping experiences, and create more meaningful loyalty program value propositions. They partnered with The Dieringer Research Group, Inc. (The DRG) to conduct customer experience research.

The DRG implemented a two-phase research framework combining an online quantitative survey with interactive online focus groups. This approach uncovered that Gen Z shoppers are driven by price, the thrill of finding unique items, and values like sustainability and community impact. These insights enabled Goodwill to create targeted marketing and loyalty strategies. The DRG's work provided a clear, actionable path for the client to convert passive Gen Z customers into promoters, using NPS as a key performance indicator.

Goodwill of Southeastern Wisconsin and Metropolitan Chicago