Case Study: Major Beauty Brand achieves actionable shopper insights and merchandising, stocking & packaging improvements at a global retailer with GutCheck

Shopper Insight Gives a Leading Cosmetics Brand New Direction at a Popular Global Retailer

A major beauty brand partnered with GutCheck to better understand why shoppers at one of the world’s largest retailers bought other items but skipped beauty products. The brand wanted to validate hypotheses and uncover merchandising, stocking, and packaging changes that could influence purchase behavior ahead of an important strategy meeting.

GutCheck ran a rapid 7-day qualitative study, interviewing 20 qualified female shoppers and delivering a prescriptive report. The research found shoppers appreciated the retailer’s price, selection and convenience but preferred specialty beauty stores for expert consultants, sampling, better lighting/organization and a more browse-friendly experience; these insights confirmed the brand’s hypotheses and yielded immediate merchandising, stocking and packaging recommendations for the retailer.