Customer Advantage

Results

A large mass merchant was experiencing challenges in the frozen seafood category despite overall category growth in the market.

 

IRI’s shopper insights and collaboration program led to a 20 percent sales lift and an 80 bps category share gain for the client.

THE CHALLENGE

Despite awareness of lost sales to its competition, identifying the root cause of the client’s performance required in-depth analytics and a wide variety of data assets.


IRI used a custom Liquid Data™ solution called Customer Advantage that combined both point-of-sale data and comprehensive shopper insights to analyze:
  • Share trends and drivers: who is winning and losing in the market and why
  • Division performance: custom store-by-store views of sales, assortment, share, shopper trends, conversion, share of wallet and leakage
IRI’s analysis discovered that the client’s core shoppers were spending more at core competitors due to better selection, pack size variety and merchandising activity.
 
In an effort to drive trips and share of wallet, IRI collaborated with tone of the client’s key suppliers to implement three key recommendations:
 
Introduce new flavor profiles to increase consumer preference coverage
Launch new, smaller pack sizes missing from the client’s assortment to meet customer demand
Add a special holiday promotion program to drive category awareness

THE RESULT

In the frozen seafood category, the client’s sales improved by 20 percent versus the prior year. The majority (93 percent) of the client’s divisions outperformed the rest of the market, growing market share by over 80 basis points in just six months.

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