CASE STUDY

How Interconnected Data Led to a $2.2M Comeback for Brand and Retailer

Snapshot

SOLUTION AREA

Market, Loyalty, Supply Chain, Media

SOLUTION

Liquid Data Collaborate

INDUSTRIES

CPG

CLIENT

Manufacturer & Retailer

The Objective

A pain relief product had a national supply chain issue that resulted in out-of-stocks across all channels and retailers. When inventory recovered after several months, the brand ran a national media campaign to regain sales.

Sales began to recover at all retailers except for one. The brand’s media partner recommended stopping the campaign early because the numbers showed it was ineffective. The retailer suspected more was contributing to the issue and asked Circana to investigate.

The Solution

Leveraging the full capabilities of Liquid Data Collaborate™ solution, the team conducted a comprehensive diagnostic to uncover drivers of the recovery gap.

1. Establishing Market Context

Circana first validated overall category and brand trends. Point-of-sale (POS) data confirmed that both the brand and its category were growing in the total market and within the retailer’s channel. Scan Panel insights then revealed which retailers and channels were experiencing typical recovery patterns, providing an essential benchmark for comparison.

2. Identifying Root Causes

A deeper investigation uncovered two key issues:

Loyalty data showed that the underperformance was tied largely to a decline in the retailer’s customer base, quantifying the impact of lost and lapsed shoppers.
Supply chain data indicated that lingering inventory challenges continued to suppress sales even after the broader market recovered.

3. Guiding a Coordinated Action Plan

Circana led the analysis and action plan, while the retailer and brand partner executed the necessary operational updates. Once inventory stabilized, loyalty data and media activation were used to reengage former purchasers through targeted outreach, rebuilding the shopper base and accelerating recovery.

The Results

The coordinated effort produced a significant turnaround. Targeted reengagement efforts and restored inventory unlocked a $2.2 million sales recovery! The brand corrected underlying issues and the retailer regained momentum in the category, aligning performance with broader market trends.

“We couldn’t afford missteps with this item, yet we made them. Had we had access to these comprehensive insights, we could have avoided the setback. Circana’s capabilities got us back on track.” – Brand Sales Director

Together, the retailer and the brand emerged stronger — rebuilding performance, restoring shopper engagement, and setting the foundation for sustained mutual growth.