Shopper Marketing: A Case Study
A leading manufacturer sought a better way to accurately evaluate shopper marketing initiatives.
- The company struggled to identify a consistent, cost-effective, rapid, and scalable technique for accurately quantifying the impact of new marketing initiatives.
- Using Test & Learn for Stores™, the manufacturer designed and launched a number of new shopper marketing tests.
- As a result, the manufacturer identified consumer groups and markets where FSIs, signage, displays, sampling, and media ads would maximize returns, driving significant growth in sales, margin, and marketing ROI.
The Company
An international brand with hundreds of millions of dollars in annual consumer promotions
The Challenge
Shopper marketing is a relatively new concept, and a number of manufacturers are allocating larger portions of their marketing budgets to testing new promotions, product bundles, and consumer focused in-store fixtures. This manufacturer had not yet found a consistent, scalable, and rapid technique for accurately quantifying the impact of new shopper marketing initiatives in a way that allowed for a direct comparison of effectiveness, across ideas.
The client looked to APT's enterprise Test & Learn™ software to provide a consistent and accurate analytical platform to quantify and fine-tune various shopper marketing programs.
The Solution
Using APT’s Test & Learn™ software, the company first designed a test that would allow as many insights as possible in as short a timeframe as possible, while still achieving meaningful results. Test design had to take into account numerous shopper marketing components, including FSIs, signage, displays, sampling, and media ads. The manufacturer used APT’s software to determine how many test stores would be needed and to select test stores that were representative of the broader chain and market.
Next, the company had to identify an appropriate control group, reduce noise and bias in the analyses, and isolate the unique impact of each shopper marketing component. APT's advanced analytics and patented simulation technology helped the company select appropriate control stores, ensuring an accurate read of each program.
Once the unique impact of each shopper marketing component was quantified, further analyses revealed that some components performed better with certain consumer groups or markets than with others. APT’s user-friendly workflow guided the company's analyst through the process of building an accurate prediction model that would determine the store-by-store impact of each shopper marketing component. The manufacturer could then tailor and target its shopper marketing efforts on a store-by-store basis in order to achieve the greatest impact.
The Results
The client used these targeted analyses to enhance the impact of its shopper marketing efforts by millions of dollars.
