Path to Purchase
- In 2004, we conducted an elaborate ethnographic study using our id-Sights™ process to help one of the world’s leading manufacturers of lawn and garden equipment more fully understand the path to purchase for tractors and riding mowers.
- We observed homeowners as they cared for their lawns, and then accompanied them as they shopped for new equipment at home centers and independent dealers.
- The results yielded some powerful insights into why consumers hang on to lawn equipment for so long; why it can be so intimidating to shop for yard equipment; and why, at that time, contractor ZTRs were so appealing to the average homeowner.
- These insights helped the manufacturer develop a consumer-friendly ZTR; make improvements to their existing line; better coach salespeople on how to engage (rather than disengage) shoppers, as they enter the department; and helped their communication pattners develop collateral that better communicated with shoppers.