So much of a home improvement Product Line Review (PLR) revolves around the end user. To win a PLR, you have to go beyond simply identifying who the end user is and explaining how they use your product and shop your category. You have to understand what end users’ problems are, then show how you can eliminate those problems. Showing your merchant how your brand and your products solve consumer’s’ problems makes for a very impactful PLR presentation.
Behavioral segmentation is the best way to get insight into your end user’s problems
To solve end user problems, you need to gather as much information about your prime prospect as you can.How can you gather information that speaks to more than the way your end users shop and use your product? A behavioral segmentation study is the best research tool to hone in on end user problems. Instead of broadly looking into the DIYers, pros and do-it-for-me crowd, we always recommend that you look at their attitudes and behavioral data — this is the best predictor of future behavior, and it enables you to really get at the core of how end users think and feel about problems and potential solutions.
Share the behavioral segmentation with your merchant
Behavioral segmentation is the single most important research you can pour into your PLR presentation. It allows you to demonstrate to the merchant which types of consumers will have actionable interest in purchasing your products. It enables you to confidently explain how your products and brand messaging are designed to solve end users’ problems, as well as identify which segments you shouldn’t waste time pursuing. And it’s an absolute must that your research goes beyond general shopping behavior. It should look into your specific product categories and what the shopping dynamic is within those categories.
A macro-level end user problem example: Meet the new time crunch
Let’s take a look at a current macro level consumer problem. COVID certainly changed the way people shop. As we find our way past the pandemic, we see a unique push and pull effect happening across consumer segments. At the onset, there was a pull towards home, resulting in a huge influx of first-time homebuyers, home improvement projects and new work-at-home spaces. Now, we’re witnessing a push back toward pre-pandemic work and activities. This push has come with much busier lifestyles as people replace shelter-in-place with travel, face-to-face meetings and social gatherings.
The adjustment back into the “outer world” is making people feel very busy. Consumers are experiencing a time crunch — there’s just not as much time for shopping as there used to be. Let’s take our behavioral segment Connected Comparers, for example. This segment is the most strapped for time, and they need to know what products fit their needs quickly. They’re willing to go for a higher-quality product as long as the brand demonstrates its benefits properly. The Connected Comparer relies on online research, so product benefits must be clearly articulated there.
Then there are our in-store shoppers — the Essential Engagers, Prepared Planners and Impressionable Impulse Shoppers. Their time spent in-store is precious to them. While they like selecting quality products in person, they’re conflicted between spending too much time in the store versus making the wrong choice.
You’ve identified the problem, now solve it
With each of the above segments, you can isolate a single end user problem: time. Solve the time problem by ideating ways to minimize the amount of time required for your prime prospect to discover and choose your product. These can include:
- Providing concise, easy-to-read packaging with a clear hierarchy of information.
- Merchandising your products to portray an easily identifiable trade-up structure.
- Making online content informative and easily navigable.
The issue of end users’ time is a macro-level problem, but don’t ignore product category consumer problems. What are the complications end users face when buying or using goods in your product category? By identifying these and providing a roadmap, you can show your merchant that you truly understand and care about mitigating end user problems. Your merchant will know a solution to an end user’s problem is a win for the retailer.
When you solve end users’ problems, you solve merchant problems
Knowing your end users’ problems and finding the right solutions are key to winning your next PLR. Look at their issues strategically in order to turn problems into sales for you and the retailer. The best way to do that is to conduct a behavioral segmentation study that focuses on your specific product category and how end users shop for and utilize your products.
In the next PLR Article, we’ll look into how to position your product and brand to win your next PLR.