The Business Question:

A national lighting fixture retailer sought to further understand consumer preferences of outdoor lighting fixtures for their home.

MDRG developed an ongoing research program to test consumer design preferences to ensure optimal design selection, shelf presence, and purchase
behavior.

Data was analyzed at both the aggregate level and by geographic regions (Northeast, Midwest, South, West). 

The Answer:

A Two-Phased Approach

Phase 1:

Outdoor Lighting Attitude and Usage Study

Question:

• What are consumer’s current preferences and shopping behaviors when in comes to outdoor lighting fixtures? What features are most important, including preference and likelihood to purchase LED outdoor lighting fixtures.

Purpose:

• The findings were used to assist design and improve marketing operations for the retailer’s outdoor lighting offerings.

Phase 2:

Product Design Preference Testing – MaxDiff

Question:

• We can only manufacture so many designs of light fixtures, of the 50 new designs, which ones will perform best in the market?

Purpose:

• Prioritize new designs to improve the retailer’s outdoor lighting assortment to assist in purchase orders.

What Did We Learn?

• The retailer was able to capitalize on the universal preference for traditional outdoor styles while also aligning its assortments based on geographic preferences. People trust “Second Harvest” by name alone.
  
  
• Additionally, it was able to distinguish its products by highlighting desired product features, such as integrated LED, Dusk to Dawn lighting and motion sensing.
  
  
• Furthermore, MDRG helped the retailer identify which new product designs would prove to be winners and which one’s consumers would pass on. Through continual collaboration and partnership, the retailer was given a clear direction on how it should proceed with its outdoor lighting assortment.

What Did We Deliver?

Within retail, shelf space is limited. All retailers want to maximize their shelf space with revenue driving products. Our client needed to quickly understand which products are the most desirable and how it should prioritize its assortment.

MDRG was able to closely partner with this retailer to help them meet their needs. Below are a few highlights on how MDRG was able to help this retailer better position and market its outdoor lighting offerings.

Throughout our relationship, MDRG continues to provide actionable results for the retailer, not only within outdoor lighting but across the wide array of its offerings.