From shopper insight to omnichannel activation
Clients
Haribo
Category
Consultancy
The Challenge
As digital and physical shopping journeys increasingly overlap, brands need new ways to activate consumers across both environments. For Haribo, the challenge was understanding how shoppers move between online research, in-store discovery, and purchase, and how trade marketing could evolve to influence these moments more effectively.
Our Solution
We designed and facilitated a cross-functional innovation workshop bringingtogether brand, shopper, and retail perspectives.
Using the Shopper Flywheel and Spectacles Model, participants explored the category through three lenses, brand, shopper, and retailer mapping motivations, barriers, and key decision moments along the omnichannel journey.
Through design sprint techniques such as “How Might We” ideation, teams reframed insights into opportunities and developed actionable activation concepts to increase shopper engagement and drive traffic across both digital and physicaltouchpoints.
The Result
The workshop translated category insights into a structured pipeline of omnichannel trade opportunities, enabling the brand to:
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