SECTOR
Sport
SERVICES
In store navigation
OFFICE
London
Markets
UK, France, Germany
THE CHALLENGE
New Balance knew each of their key retail channels held a unique opportunity to build relevance and credibility, but needed a sharper understanding of lifestyle shoppers’ needs — and how they shift from channel to channel.
THE APPROACH & INSIGHT
Through a survey, shop-alongs, shopper and staff intercepts and a comprehensive semiotic analysis of the lifestyle shopping landscape, we identified seven fundamental shopper needs and pinpointed exactly how New Balance could use them to maximise impact across every channel.
The work has directly shaped store navigation, experience design and how key brand assets are used in retail. The need states were immediately applied to test new retail installations, and have since been integrated into global strategic planning. Want shopper insight that brings clarity, not complexity? Let’s design an approach bespoke to your category.
The Mix's contributions to high‑impact research projects have delivered meaningful strategic value throughout the business. Always looking forward to the next collaboration!
Kenneth Ott, Consumer Insights & Analytics Manager
