The dairy category has unique requirements tied to shopper user occasion and SKU proliferation which has driven category complexity. The retailer had no clear principles on resetting its over-SKU’d shelf to maximize sales. It also did not have a framework for ongoing simulations and optimizations to keep up with market changes.
Using predictive analytics, IRI identified clear customer need states, and recommended shelf sets and an assortment of brands and space to shelf.
Store clustering and target consumer segments were used to fuel manufacturer/retailer engagements and focus marketing efforts.
Incrementality and demand transfer of branded and private label were used to balance growth for both parties.