Case Study: Dairy Farmers of Wisconsin reduces shopper journey leakage with Greenbook

Dairy Farmers of Wisconsin reduces revenue leakage with Greenbook in 60 days

The customer, Dairy Farmers of Wisconsin, faced a significant challenge with opportunity "leakage" across the shopper journey, where prospects were abandoning the path to purchase and failing to convert into leads. Post-COVID shifts in shopper behavior had created a fragmented purchase path, and the client urgently needed granular insights to identify where and why buyers were dropping off. To address this, Consumer Insights Director Kimberly Koh commissioned a focused path-to-purchase study with the vendor, Greenbook.

Greenbook implemented a hybrid research solution combining screen-sharing virtual interviews with in-aisle "shop-along" ethnography to link online behavior to real-world shopping actions. Their sequential process included mobile-guided retail ethnographic surveys and a large-sample quantitative survey to validate findings. The results delivered within 60 days identified multi-millions in recoverable revenue leakages, reduced marketing cost inefficiencies, and provided actionable insights that strengthened retail partnerships and improved marketing impact for Dairy Farmers of Wisconsin.

Dairy Farmers of Wisconsin