B2C Customer Journey Mapping: Lume Identifies Multimillion-Dollar Revenue Leakage Recovery Opportunities and Growth Blueprint from Customer Journey Mapping

As competition intensified in the growing Whole-Body Deodorant (WBD) segment, Lume and its parent company Mammoth Brands were challenged to step forward with strategic category insights to fuel long-term growth. Lume needed to:

1. Expand the overall APDO (Antiperspirant + Deodorant) category
2. Accelerate Whole-Body adoption
3. Improve shelf planograms and in-store messaging
4. Influence Walmart and Target merchandising strategies
5. Strengthen its leadership position with retailers

Key differentiator: The study’s signature method was in-aisle mobile eye‑tracking paired with retrospective think‑aloud interviews—revealing subconscious decision drivers, gaze sequences and real-time friction points.

Our step-by-step process

1. First we designed a multi‑mode shopper study (behavioral science + large‑scale qualitative & quantitative validation) to decode the full shopper journey and Consumer Decision Trees (CDT).
2. Then we conducted in‑aisle behavioral research: shoppers wore mobile eye‑tracking glasses at national retailers and completed IDIs to reveal decision hierarchies and friction areas.
3. Next we ran a national post‑purchase quantitative study segmented by Whole‑Body users, considerers, triers and non‑considerers to map funnel drop‑offs, trial/repeat barriers and channel differences.
4. Finally we translated findings into merchandising & opportunity modeling: retailer‑specific journey maps, decision trees, planogram recommendations, in‑aisle messaging, promotional prioritization and revenue leakage analysis.

Proprietary methods & technologies: mobile eye‑tracking + retrospective think‑aloud, multi‑mode behavioral + quantitative validation, shopper journey mapping and merchandising opportunity modeling.

Client involvement & timeline: Mammoth Brands partnered with Gold Research to design and execute the program in collaboration with Lume (brand objectives & inputs).

Delivered 5 strategic outputs for Mammoth Brands & Lume, including:

1. Category Growth Framework with 3 tactical levers to expand APDO by clarifying whole-body deodorant role, improving navigation speed, and reducing cognitive overload online and at shelf.
2. 4 Pillars of Data-Backed Merchandising Guidance (shelf adjacency, benefit-forward communication, natural vs. traditional placement, messaging hierarchy).
3. Journey Maps & Decision Trees repurposed across 4 use cases: retailer presentations, strategic account planning, trade activation, and cross-functional alignment.
4. 4 Revenue-Leakage Findings highlighting category expansion and Lume share-capture opportunities.

Business impact: Outputs translated real-time consumer and shopper insight into immediate promotional and merchandising priorities, giving sales teams clearer retailer narratives, and created a blueprint to recover revenue leakage—making faster, evidence-driven decisions possible.

FAQ

How quickly were results delivered? Within 60 days.

What was the ROI? Identified multimillion-dollar revenue leakage recovery opportunities. Delivered promotional and merchandising activation priorities. Built a foundation for long-term expansion as a category leader.

Was the method scalable or replicable? Yes—deliverables (journey maps, decision trees, playbooks) were reused across retailer, account, and trade activations.