CASE STUDY:
DOLLAR TREE
Defining Customer Needs

Understanding the Value Shopper

To understand sentiments, changing behaviors, and customer expectations of in-store and online bargain shopping, we conducted a journaling study to observe participants in situ and understand what drives their decisions and changes their perceptions throughout the journey.

The study revealed shopping trends driving customer behaviors that value-based retail brands should consider when planning future growth opportunities.

Consumer Research Goal

To explore consumer’s needs related to in-store and online/mobile shopping in a value-retail environment.

  • What are consumer needs and expectations?

  • What do they love about the brands they shop?

  • Who is a leader in online value shopping?

  • What are the unique contexts and needs of low-income and unbanked & underbanked consumers?

  • What digital products & experiences do they/would they use in a retail context?

51%
of participants said they pay in cash.

87%

of participants said that they would change where they shop to make use of a coupon or special offer.

The Value Shopper Mindset

The situational attitudes and beliefs that shape a person’s approach to
value and discount shopping.

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