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Otterbox -Lapsed Shopper 

BACKGROUND:

 

Otter Products has noticed a softening in LifeProof sales and dwindling market share in the case category. Otter needs to understand changing shopper needs in the waterproof cell phone case category and better understand their current shoppers to inform future marketing and merchandising efforts. 

Objective 1

Identifying levers to attract shoppers back to brand

Objective 2

Determine most important consideration in purchasing a cell phone case

Objective 3

Determine optimization opportunities and better understand shopper base

Key Insights

  • ​The majority of all shoppers prefer to buy and use a single case for the life of the phone rather than buying multiple cases throughout the life of the phone. 

  • Of those shoppers who do buy multiple cases, New LifeProof shoppers are significantly more likely to rotate between owned mobile phone cases without a specific reason than any other shopper status group (LifeProof Lapsed Shopper, LifeProof Repeat Shopper, and Non-LifeProof Shopper). 

  • New LifeProof shoppers that use multiple cases are most likely to switch cases for water sports than any other reason. Compared to any of the other 3 shopper groups (see above), New LifeProof shoppers are significantly more likely to switch cases for water sports. 

  • Non-LifeProof shoppers and Lapsed LifeProof shoppers are least likely to switch cases because of water sports. 

  • Non-LifeProof shoppers did not even rank waterproof within the top five most important considerations for buying a phone case. 

  • Drop and shock proof was universally the most important consideration to shoppers when considering a phone case. 

  • Non-LifeProof was the only shopper group to have a different top-five consideration ranking. 

  • LifeProof Lapsed Shopper, LifeProof Repeat Shopper, and New LifeProof Shopper group’s top five considerations are: 1. shockproof or drop-proof, 2. waterproof, 3. protects from dirt and dust, 4. ruggedness of case, 5. built-in screen protector 

  • However, Non-LifeProof shoppers’ top five considerations were:

    • Shockproof or drop proof

    • Protects from dirt and dust

    • Price

    • Ruggedness of case

    • Grip 

Next Steps

  • Take a deeper dive into understanding the importance of waterproofing, specifically for new shoppers. 

  • Better understand the consumer journey when looking for a waterproof phone case. 

  • Explore the relationship between current messaging and association with waterproofing. 

  • Learn more about the balance between price versus value for lapsed shoppers.

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