This retailer will be referred to as star mart. Star Mart is one Canada’s leading beauty and pharmacy retailers. With more than 1,750 pharmacies and 5,000 health & wellness professionals across the network, they have an ability to shape the health and wellbeing of Canadians.
When I started working with Star Mart they were in the midst of many quarters of sustained growth yet didn’t understand why Canadians chose their brand. The leadership team was looking to understand the underlying emotional drivers that cause customers to choose Star Mart. By doing so, this work would serve as a platform for future growth and a way to further galvanize colleagues.
The team consisted of 5 design strategists with a deep knowledge of research and design. I was one of two senior strategists on the team and was involved in all phases of the project (Field research, card sort in-home interviews, customer ethnographies + Shop-alongs, research synthesis, stakeholder engagement, workshop design & facilitation, and strategic recommendation)
