CPG, Shopper Research
Our client wanted to grow their sales in one of the largest OTC Healthcare category with over 500 SKUs. The specific category included relatively high Private Label development and somewhat limited growth. Category shoppers are considered valuable, but little category merchandising differentiation among retailers resulted in a high degree of channel switching
The client company wanted to identify the key drivers of shopper loyalty and assess performance relative to its retail competitors.
Burke’s Retailer Loyalty Study™ was used to identify the key drivers of shopper loyalty for the five different sub-categories in each of the seven retailers/channels. For each of the 35 sub-category/retailer combinations, the study identified leverage–able strengths and critical weaknesses among current outlet shoppers and assessed performance of each outlet relative to its retail competitors.
Recommendations developed from the Burke Retailer Loyalty Study™ directly contributed to the client’s category success. At least one retailer decided to increase category margins and reinvest generated funds into signage and in-store promotional programs. Retailers, where the client played the Category Leader role, saw a 4.7% increase in category sales compared to the prior year increase of only 0.5%. The client was awarded “Category Advisor” at the annual Progressive Grocer’s Category Captain competition.
CPG, Shopper Research
A packaged foods manufacturer needed to have a better understanding of their consumer and shopper in order to inform their growth plan and communication strategy.
The client wanted to understand the specific consumption occasions and how they perform relative to competitive food products and base shopping habits.
Burke recommended a holistic “Learning Plan” which started with qualitative exploration that informed a quantitative Habits, Practices and Barriers (HPB) study. Burke also conducted a Shopper Decision Hierarchy (SDH™) study to provide insights into how shoppers shop the category at the shelf (decision trees).
The client used the results of the research to:
· Obtain a better understanding of the category, their brand and the occasions for which their products were being used. This pushed the Marketing team to think about how to position their products in new occasions as a path to growth.
· Gain insights into the fact that there were key category barriers for not being used in each occasion, more so than brand barriers. This will drive elements of the communication strategy.
· Understand their position relative to competitive food products for each of the occasions to help them leverage strengths and downplay weaknesses in their communication.
· Learn about how shoppers see the category and what variables are most important. This information is being used in discussions with the retailer regarding changes in their current displays and shelving that will make it easier for the shopper to navigate and therefore, improve purchase.