A confectionery manufacturer needed to understand which of its retailer marketing programs for major e-retailers were important to shoppers who were purchasing its categories online.
The client needed not only qualitative data about share of wallet, but also qualitative data from online shoppers about their purchase drivers and e-commerce preferences.
IRI conducted an omnichannel insights analysis, which provided the client with e-commerce share-of-wallet for its categories across shopper segments. The shopper segments were created based upon shoppers’ responses to an e-commerce-focused survey, which asked respondents to identify the drivers of their online purchases, such as price, content, assortment and more.
The analysis showed that shoppers who were motivated by item reviews online were spending a larger share of their category dollars online, indicating that reviews were a primary driver of their online purchase decision.
The client invested in review generation programs for its major e-commerce customers and was able to increase conversion rates for key items. This drove an additional 13 percent year-over-year dollar sales growth for the company.
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