Digital Diary: identifying e-commerce opportunities
A nutrition supplement client has been facing the challenges with e-commerce shopping, particularly in revitalizing the online decision making journey and creating online word-of-mouth for their brands.
NuanceTree developed digital diary to ask consumers to self-record their online touchpoints and mark the critical moments when browsing e-commerce websites. We also conducted home immersions to observe their desktop and mobile shopping behaviors.
We replaced the traditional offline linear shopping journey with two-dimensional online shopping process. We also defined product online ‘talking points’ VS traditional ‘selling points’ to create more engaging and spreadable iWOM for brands. The ‘talking points’ concept has now been one of the core principles in client’s digital campaign development.