Context: context-based research group

Clients : Goody's Family Clothing

An Ethnography of Women Shoppers
Goody's Family Clothing is a reasonably priced clothing store based in the Southeast US. Goody's management recognized that though they had an established and loyal base of shoppers, the store had the potential to increase sales by connecting better with their customers through advertising, in-store programs and even store design. But first, they needed to find out more about who their primary customers – women – really were and what they wanted.

To uncover the true lives and desires of Goody's women shoppers, Context anthropologists met with loyal Goody's shoppers (women and teenage girls) living throughout the South. Some participants were interviewed while in the process of shopping at Goody's. Additional participants completed an in-depth in-home interview including a closet inventory and a photo journal exercise describing their shopping experiences at Goody's and elsewhere.

The study provided Goody's management with a deep understanding of their core shopper that fueled a new communications campaign including a public relations campaign in which the Goody's president “went on the road” visiting Goody's stores throughout the region to listen to shoppers' feedback. In addition, findings from the study triggered store redesign and the availability of new merchandise in the stores.

About Context Consumer Insights

Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint.

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