The Power Of Customer Insight

Situation

Sales to a priority customer were under increasing pressure in a competitive market going through a period of decline. The brand’s shelf space, product listings and depth of distribution were being progressively eroded. The company needed to provide persuasive evidence and insight that would have a positive influence on buying decisions, and enable the sales team to protect its business.

Task

To maintain distribution of the core range through market analysis and customer insight.

Actions

Loyalty data was purchased from a recognised and trusted third party provider
The customer’s shopper spend and purchasing behaviour were analysed and this enabled a thorough understanding of the trading dynamics within the category
Merchandising plans were prepared to ensure that recommendations were capable of being implemented in the customer’s stores
A robust, data-driven business case was presented with a clear set of recommendations

Result

Distribution of the core product range was successfully protected
The brand increased visibility and was allocated 9% more shelf space in-store
The company’s analytical and merchandising capability increased significantly
Relationships with the customer’s buying and business planning teams improved a lot
The company was asked by the customer to lead a fixture relay for national roll-out the following year