Mermet Leverages Path-to-Purchase Insights to Help Expand Its Online Presence

Case Study
Mermet

Mermet enlisted Hanover to explore the various stages of their customers’ purchase journey from product awareness, information gathering, product comparison, retailer selection, to final purchase.

The Challenge: Understand the Solar Textile User Journey

Mermet enlisted Hanover to explore the various stages of their customer’s purchase journey, from product awareness, information gathering, product comparison, and retailer selection to final purchase.

Research Goals

Identify the information sources used to identify and evaluate products and manufacturers
Evaluate the type of information that is expected and helpful when researching solar textile products
Explore solar textile features and attributes that have an impact on product selection
Assess the level of satisfaction in the selection of solar textile products available

“We were exploring a website redesign as part of our overall effort to increase our brand’s online presence. With this goal in mind, we felt it was important to understand the path that potential customers of solar screen fabrics take in their purchase journey to inform our planning. Hanover’s analysis provided in-depth insights that helped us identify online content and services that will resonate well with customers.”
Colin Blackford
Director of Strategy & Innovation

The Solution: Targeted Surveys and User Preference Analysis

Hanover designed an online quantitative survey to gather in-depth insights into the customer purchase journey for solar textile products.

Methodology

The survey was deployed to 165 participants who were employed as fabricators, designers, architects, or distributors and had purchased or specified a solar textile product within the past year.

All participants were primary decision-makers or involved in the decision to purchase or specify solar textile products.

After analyzing the survey results, Hanover recommended that Mermet enhance online content by:

Highlighting specific product features that were identified as important to purchasers of solar textile products.
Developing a targeted marketing strategy for two customer groups with relatively low brand usage.
Expanding accessibility to solar textile samples highly influences purchase decisions.

The Outcome: Marketing and Product Alignment

Informed by Hanover’s survey analysis, Mermet can:

Attract and engage potential customers for solar screen fabrics by highlighting product features online that are considered important
Re-evaluate resources for fabric samples to meet attributes, features, and services that customers consider most valuable in the product selection process
Develop a targeted marketing strategy that is tailored to customer groups who were identified to have relatively lower brand usage