Brief: For a category team to get closer to their customers and understand how they shop both their own and competitor offers.
Approach: Customer immersion day involving; team workshop setting objectives, customer and team shopping trips to competitor and own stores, reconvened focus group in hotel, photos taken on shopping trips were then projected during the group as stimulus. The final stage of the immersion day was to end with a team strategy workshop and customer vox pops.
Outcomes: The process gave the team valuable customer insights of their current performance, a workshop debrief and summary film to develop a five year strategic vision.