Duration

2 months (2018)

Tools

Paper, Google Workspace apps

Role

Researcher

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Under A Non-disclosure Agreement

Some of the details in this case study may be vague to protect the client's intellectual property.

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When Beam Suntory set out to unravel the mystery behind cross-border purchases of whiskey and cognac, the challenge was both exciting and complex, to deeply understand the quirks and motivations of travelers between Hong Kong and mainland China, and to pinpoint what makes them choose cross-border stores over domestic options.

Challenge

Imagine being in a bustling airport or a busy border shop. Shoppers are in a hurry, decisions are made in a flash, and every detail, from product display to packaging counts. Our challenge was to capture this moment of truth:

• Why do consumers pick cross-border outlets for their whiskey and cognac over local stores?
• What little nudge turns a window shopper into a buyer — be it product placement near the checkout or the allure of a premium price tag?
• How do perceptions of product quality, taste intensity, and even health influence these decisions?

In essence, Beam Suntory needed to know how to speak directly to the cross-border shopper’s heart and mind.

Approach

We dove into the heart of the action through targeted mini focus group discussions in Shenzhen and Hong Kong:

• Mini focus group sessions:

  We gathered a group of savvy, 28-to-45-year-old consumers who had recently made a whiskey or cognac purchase at a cross-border store. In these sessions, real stories and genuine reactions flowed freely.