9
Conversion barriers
Each store or online barrier had a recommendation.
Case studies Home improvement
Nine barriers to buying cabinet hardware
A four-day online forum, including store and online shopping exercises, identified nine barriers and three possible shopper types.
- Purchase Journey Research
- Qual + quant
- Consumer
3
Possible shopper types
Working types captured different hardware journeys.
2
Shopping contexts
Participants shopped in a store and online.
The objective
A big-box retailer saw sales rise after each twice-yearly cabinet-hardware aisle cleanup. It wanted the purchase triggers and barriers behind that pattern, in stores and online.
The research design
Recent and prospective shoppers joined a four-day asynchronous forum with discussions, a store visit, and online shopping tasks.
The outcome
Researchers paired nine store and online barriers with recommendations, proposed three shopper types, and mapped their journeys. A follow-up study measured differences in shopping and purchase behavior.
For methods and deliverables, see Russell's Purchase Journey Research page.
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