CASE STUDY LOWE'S SHOWER HEAD

THE CHALLENGE

 

Lowe's private label manufacturer approached Purchase Point to investigate if shoppers would purchase a high-end hand-held showerhead that they planned to market with a new Italian designer brand name. Furthermore, Lowe's wanted to know what shoppers felt about hand-held shower heads and if they were more or less likely to buy them.

 

OUR THINKING

 

Our research set out to determine the optimal strategy for upselling hand-held and combination shower head systems at retail and then develop ways to merchandise them.

 

THE METHOD

 

Nationwide store checks, discussions with in-store personnel using an iterative approach. Qualitative and quantitative shopper analysis, including females (62%) and males (38%) between the ages of 25-64 who are homeowners looking to change their shower head system in one or more bathrooms in the next 6 months.

 

OUR SOLUTION

 

The majority of Shoppers looking to replace their shower faucets prefer hand-held or combination systems, resulting in a significant opportunity for up-sell at shelf. Merchandising needed to focus on educating the DIY consumer on the simplicity of installation on most models, but needed to help prevent the consumer from buying the wrong system.