Gsx assignment

Google Shopping Express Assignment

Research on New Parent Holiday Gift Guide Our team is currently curating our holiday gift guide pages some of which are broken down by personality types or personas. One of our gift guides focuses on new parents. How might you go about curating a page like this? List what kind of research you would do for this sort of curation?

I would break-down my research into the following steps:

Understand Current

GSX Landscape

Conduct Independent Research

Competitive Analysis

Final Product

Selection (based on research)

Understand Current GSX Landscape

• I would start by doing an extensive study of the GSX online store.• Observe current website elements & categories.• Pay special attention to Baby & Toddler section on GSX.

Departments: GroceryHealth & BeautyBabyToys

ApparelElectronics &

MediaOffice

SuppliesSporting Goods

Featured Stores & Top Categories :

Conduct Independent Research• Market research is a laborious process, and requires time and

resources to gather high quality actionable data.

• If I were given the time I would conduct research aimed at recent, as well as new parents using tools such as :

Customer Surveys

One-on-One

Interviews

Focus Groups

• Compile information on what type of gifts would be most useful to new parents.

Conduct General Market Research• I would also do general market research online on :

What new

parents need and value ?

New Parent online buying

patterns

New Parent brand and

product affiliation

s

New Parent

perception about

the competiti

on

Most used

online resources and tools (by new parents)

• I assume Google will also have data on the above metrics that will prove useful. (Google Analytics, Adwords)

• I would also look at – key word searches, social networks, trade journals and consumer reports relating to new parents.

Competitive Analysis • Comprehensive competitive analysis on similar product

offerings aimed at new parents would also be very useful.

• This would include online comparison window-shopping for items categorized as best sellers, popular product recommendations and gift guides on top competitor websites such as:

Amazon Giggle Amazon Fresh eBay Now Walmart

To Go

Competitive Analysis • Since my focus would be to curate holiday gift guides

aimed at new parents, I would look at the competition’s main online gifting departments.

• For example, in the case of Amazon these departments include:

Gift-Sets Baby Shower

Keepsakes

Expecting

Parents

Baby Registry

&Holiday

Gifts

• I would gather valuable information about best selling items for new parents on gift registries and also look at customer ratings and reviews. This would give me an idea about the most trusted brands and coveted items.

Final Product Selection• Based on my research I would take parameters like location

specifics, price-point range, demographic attributes and usability into account to save a selection of holiday gift guide items on GSX.

• I would cross-reference my selection with product trends; recommendations and reviews on parenting websites such as babble and bump.

• I would then narrow-down my curation to a merchandise mix of 50 items that can fulfill family needs (new-mother, father, baby & extended family), keeping the shopper and target audience in mind.

Curate a sample page of 50 products from GSX:










Google Shopping Express Assignment

House-hold Paper Product Promotion:We often feature everyday essentials in our homepage promotions (paper towels, dish soap) but try to avoid having the story or angle for the promotion feel stale or old. How might you curate a promotion that hinges on household paper products? How would you position the promotion?

I would position the promotion towards:

Sports Fans Car-Free Singles and Households

Sustainability

Advocates

Small Business Owners

House-hold Paper Product Promotion:What would be your story angle that ties them all together?

My story angle would be:

“ Sit back and enjoy the game. No more last-

minute store errands. Let GSX supply you with ecofriendly game-day essentials for Super Bowl

using hybrid cars.”

House-hold Paper Product Promotion:List what kind of research you would do for this sort of curation, if any.• I would gather information on Super Bowl consumption

statistics. • Identify products in high demand on this day.• Curate ecofriendly paper products and game-day related

party items accordingly. Super Bowl Sunday is the second largest food

consumption day of the year, behind Thanksgiving. (USDA)

Products Consumed:

PizzaBeer

GuacamoleChips

Chicken Wings

9 out of 10 watchers are expected to be at a either

their own or someone else’s. (The Nielsen Company)






Thank You