Customer Advantage

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

 

ISSUE

A large mass merchant was experiencing challenges in the frozen seafood category despite overall category growth in the market. The client was aware that it was losing sales to its competition, but identifying the root cause of its performance required in-depth analytics and a wide variety of data assets.

INSIGHTS

IRI used IRI Customer Advantage™, which combines point-of-sale data and comprehensive shopper insights to analyze:
  • Share trends and drivers: who was 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 one 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.

IMPACT

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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FACTS ABOUT US

95% of CPG, retail, and health and beauty companies in the Fortune 100 work with us.

 

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