Case Study: a non-profit thrift store chain enhances shopper and donor engagement with Highland

a non-profit thrift store chain improves shopper and donor experience across 112 locations with Highland

The non-profit thrift store chain, a nationwide organization with over 70 years in operation, faced growing customer skepticism and a need to modernize its market intelligence. They engaged Highland to apply human-centered design research methods to better understand customer and donor motivations, improve key experiences, and more clearly communicate their specific community impact.

Highland conducted in-depth research through shopper shadowing and donor conversations, identifying that the core shopper experience was a form of 'escape' and that donors sought recognition for their emotional labor. The solution was a strategic roadmap to enhance these experiences. Highland's work provided the thrift chain with fresh strategies to amplify its strengths, leading to a deeper understanding of its customers and a plan to better align its 112 physical retail locations with its mission and revenue targets.