CASE STUDY
Retail Media: Audiences - Expanding total audience to recoup lost shoppers
Jul 1, 2022
Snapshot
MARKET RESEARCH SERVICES
Retail Media
DATA TYPES
Loyalty Card
INDUSTRIES
Food and Beverage
COMPLETION
July, 2022
The Challenge
A leading manufacturer of a dry breakfast item recently moved from to a larger pack size alongside a price increase for that larger pack. Net sales are up but the team is concerned that such a large price increase during a time of inflation could hurt the business long-term.
The Results
To reverse buyer loss trends, directing value to the Lapsed Buyers group with messaging may help them understand the value and start buying again. For Treat Bar & Kid Cereal buyers (with no current purchase of target item), provide a way to make the target audience larger to impact the business faster. They may also be responsive to the value message.
Insight
Analysis from the buyer decomp tree report show buyer penetration has dropped by over 25%.
A profile of the lost shoppers shows broad impact across demographics and purchase propensity. It will take a broad effort to bring these lost shoppers back.
Buyers of the product over index with dry breakfast items such as sweet cereal, treat bars, snack bars, fruity cereal, oatmeal and more. Shoppers who buy these adjacent categories but not this particular item are a good next opportunity to attract new buyers.
$7MM
TOTAL AUDIENCE RECOMMENDATION
