The Use of Consumer Research to Drive Sales!!! The use of consumer research (understanding your customer and the market) has many applications and today, more so than ever, effectively done consumer research can help drive sales for a company. Here are 9 different ways that you can use consumer research to immediately drive sales and support your sales plan: Abandoned Cart Research - Use consumer research to understand all the reasons why consumers abandon their cart - done effectively this research can lower your abandoned cart percentage significantly Dealer Presentations - Use consumer research to support your dealer meetings and line reviews by conducting consumer research that brings the retailers own customers into the process of assessing your brand/products - done effectively this research can build retailer relations, drive sales, move out competitors Instore Merchandising - Use consumer research to better understand what drives a consumer to your brand/products (instore merchandising, displays, etc.) NPS Survey - Beyond just the standard one question NPS survey, use consumer research to help you understand what your customer thinks about your brand Lead Generation - Use consumer research to build your internal database Brand/Product Awareness - Use consumer research to drive potential customers to your website or specific product page Loyalty Program Integration - Use consumer research to build your loyalty program DTC/Website Review - Use consumer research to understand all aspects of what your customer thinks about your website - in particular what makes them buy, why they don't buy Competitor Analysis - Use consumer research to build a "playbook" of your top competitors - understand their strengths and weaknesses and how your brand can capitalize The use of consumer research provides multiple easy to use opportunities for companies to drive sales. Interested in learning more about how we can drive your sales using consumer research, please feel free to contact me directly. mwalston@legacy1846.com
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Did you ever visit a retailer and try to understand their in-store strategy while observing how customers choose products in front of the shelf? 🛒👀 If not, it's time to start! Here’s why it’s crucial for product, marketing, and category managers to engage in this practice: Understanding Customer Behavior: ▪ Observation: Watching customers navigate the store and make purchasing decisions provides deep insights into their preferences, decision-making processes, and pain points. 👥🔍 ▪ Direct Interaction: Engaging with customers offers firsthand feedback that might not be captured through surveys or focus groups. 🗣️📋 Competitive Analysis: ▪ Benchmarking: Seeing how competitors display their products, their promotional strategies, and pricing helps identify strengths and weaknesses in comparison to your brand. 📊⚖️ ▪ Innovation: Noticing innovative practices and merchandising techniques used by other brands can inspire improvements in your own approach. 💡🚀 Retail Environment Insights: ▪ Shelf Placement: Understanding product placement and its impact informs better category management and negotiation strategies with retailers. 📈🛍️ ▪ In-store Promotions: Observing which promotions and in-store marketing techniques attract customer attention and drive sales helps refine marketing strategies. 🎯📣 Adapting to Market Trends: ▪ Consumer Trends: Identifying emerging trends, such as preferences for sustainable products or interest in certain health benefits, allows brands to adapt their product offerings accordingly. 🌱💊 ▪ Retail Trends: Observing how retailers are transforming their spaces, whether through technological integration or new store layouts, helps brands stay aligned with evolving retail environments. 🏬🔄 Building Relationships: ▪ Retailer Feedback: Interacting with store managers and staff can provide insights into how your products are performing and any issues they encounter, facilitating better collaboration. 🤝📞 ▪ Customer Loyalty: Demonstrating genuine interest in customer experiences can build brand loyalty and positive word-of-mouth. ❤️🗣️ Practical Steps: ▪ Plan Visits Regularly: Schedule periodic visits to a variety of retailers for a comprehensive market view. 🗓️🛒 ▪ Engage with Customers: Approach customers with open-ended questions to gather qualitative insights. ❓🗨️ ▪ Observe and Note: Take detailed notes on customer interactions, product placements, and promotional activities. 📒✏️ ▪ Analyze and Act: Use the collected data to refine product development, marketing strategies, and category management. 📊🛠️ ▪ Collaborate with Retailers: Share insights with retail partners to develop mutually beneficial strategies. 🤝🔗 🌍 Don't forget to do this for different retailers and countries. You will benefit from it! 🚀✨ #RetailInsights #CustomerBehavior #MarketingStrategy #ProductManagement #CategoryManagement #consumer #customer #brand #marketing
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When a retailer signals a potential delist, it can feel like a major setback – but instead of reacting impulsively, it’s essential to approach the situation with a clear strategy... 8 ways to defend distribution & keep your brand on shelf: 1. 🏪 Understand the Buyer Perspective First & foremost, find out WHY a delist is being considered: sales issues, competition, or strategic shifts? Talk to them to understand in detail the reasons why their support for your brand has waned. This is crucial to craft a strong defence. 2. 🔍 Understand Your Niche Clearly identify consumer "need states" your product satisfies & understand which other products meet the exact same needs - this is your true competition. Knowing *why* shoppers choose your brand is crucial to knowing *how* to boost rate of sale. 3. 📊 Analyze Your Brand’s Performance Benchmark vs. direct competitors (see 2) & total category: the former is the hurdle rate you really need to focus on. Understand root causes of any issues - consumer behaviour shifts, pricing, or promotions & how to address. 4. 💡 Prove Consumer Loyalty Show how many UNIQUE shoppers you have & quantify the sales they deliver – if some shoppers never buy competitors' products, they may leave the category entirely if you’re delisted. Use testimonials, social media buzz & survey data as well to prove demand & bolster your loyalty story. 5. 🌟 Share Success Stories Highlight top-performing moments - whether on promotion or in a subset of stores. Use to prove more frequent, wider or compliant implementation can boost performance. If possible, share anonymized data on key wins elsewhere to build confidence. 6. 🛠️ Propose a Revamped Plan Use the insight to create a data-driven action plan to enhance performance. Align with the Buyer’s category strategy & explore offering exclusive deals or extra marketing support. Showing genuine commitment to the partnership can help maintain your shelf space. 7. 🤝 Be Open to Negotiate If the retailer is firm, be creative: reduce SKUs, adjust pricing, or modify distribution. Flexibility can be the key to staying on the shelf. 8. 🔄 Plan for Contingency Prepare for a delist by focusing on other retailers, enhancing e-commerce, or re-evaluating your portfolio. Being ready ensures your brand remains resilient. But here’s the thing… ALL of these things you could be doing *before* the retailer raises the possibility of a delist. Yes of course it’s possible to save a brand at a late stage – but it’s a whole lot easier if you are pre-emptive, always staying on top of performance & insight to course-correct before a difficult conversation even becomes necessary. At Optima Retail we are Category Management experts so if you need any advice, or just want a quick chat to explore options for how to address a particular challenge please do get in touch. ♻️ & if you enjoyed this post, please like & share it with your network. #CategoryManagement #CPG #FMCG #BrandStrategy #Distribution
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Measuring POP effectiveness This is a request post from few of my readers who are seasoned Sales Managers. Measuring #POP (Point of Purchase) effectiveness is critical to: 🔵Prove to management the success of your POP strategy and investment 🔵Benchmark effectiveness and help define learnings from a POP strategy Focus your measurement on three key objectives: ▶Building the brand ▶Generating sales lift ▶Checking for compliance The key message while measuring POP effectiveness is "do not just measure the outcome", because then it is too late. The suggestions below focus on measuring effectiveness of the development process (to guide insight and strategy development), as well as of the outcome (sales, market share etc.) ▶Building the brand – measure consumer value 🔺Focus Groups: Good for exploratory to understand how shopper's view your brand (not a good measure of how actual POP in-store would affect the purchase decision). Focus groups are great way to uncover new insights that can be used to shape an entire plan. They are also a good way to identify how people define and shop the category, message appeal (ideas) and purchase motivation(s). 🔺Shopper Observations: Did POP get shoppers to pick up or consider purchasing our product? Did shoppers take a different path through the store? Did shoppers even notice or look at our POP? 🔺On-Site Interviews: Good for learning from shoppers whether the POP and brand connected with them emotionally and why they either did or did not make a purchase. 🔵Generating sales lift - measure Business Objectives 🔺Sales Analysis: What was the sales lift after we placed POP in-store? But note that sales measure aren't completely reliable because they don't take into account outside factors. There are often multiple factors that impact sales; e.g. new products, promotions, competitive activities, displays, #distribution etc. A measurement approach to take is a combination of #preandpost and #testandcontrol methodologies, especially in the grocery channel. Also note that 'test and control' methodology may be quicker and better for seasonal measures. When doing sales analysis, try to avoid measuring during periods of major or intense promotions. Use store data if available or panel data (if available) 🔺Retailer Personnel Survey: Provides only a rough approximation of POP effectiveness because it's based on the perceptions of retailer employees (subjective). 🔵Checking for compliance - do store audits Store Audits are mainly useful for measuring whether retailers have placed POP at all, or if they have, whether they have done so in the appropriate place and correctly. Some questions to consider regarding store audits: 🔹What incentive is necessary to optimize POP placement and maintenance? 🔹Who is going to do the store audits? 🔹Will incentives be offered (to make the audits happen)? For deeper insights or to train your #sales team on #storeexecution, mail us at hello@boilingpoint212.com.
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I recently had a discussion with a friend who is establishing a new skincare business, primarily selling via e-commerce. He mentioned feeling overwhelmed by all the KPIs reported by his agency and just wanted to focus on sales. After simplifying everything for him, I asked, "If I asked you what's the most important KPI for you?" He replied, "Cost per purchase." I said, "That's nice, but what is more important? For example, you might pay more for a purchase, but the order volume is bigger." Then he said, "ROAS .. Return on ad spend." I told him, "Now you're good to go." 👌🏻 He just sent me a thank you message saying everything is much clearer now. Main KPIs differ based on the objective, business type, product life cycle stage and other factors. Understanding and prioritizing the right KPIs is crucial for achieving business goals 🎯 #digitalmarketing #ecommerce #kpis #tips
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Debunking common myths about promotions and discounts! Discover how strategic offers can boost your brand without sacrificing value. Myth 1: Frequent Discounts Devalue Your Brand Myth Buster:Offering strategic and time-limited discounts can actually enhance brand value by creating a sense of urgency and exclusivity. When done correctly, discounts can attract new customers and boost loyalty among existing ones without harming long-term brand perception. Myth 2: Only Deep Discounts Drive Sales Myth Buster:Moderate discounts, when paired with strong marketing and perceived value, can be equally effective. Promotions such as "Buy One Get One Free" or bundled offers can drive significant sales without the need for drastic price cuts. Myth 3: Discounts Only Attract Bargain Hunters Myth Buster:Well-targeted discounts can attract a broader range of customers, including those who may not typically seek out deals but are motivated by added value. Personalization and segmentation are key to ensuring promotions resonate with the right audience. Myth 4: Promotions Should Only Be Used to Clear Outdated Inventory Myth Buster:Promotions can be strategically used for various purposes, including launching new products, rewarding loyal customers, and stimulating off-peak sales. They are not limited to clearing stock but can be part of a broader marketing strategy. Myth 5: Discounts Always Lead to Lower Profit Margins Myth Buster:While discounts can reduce margins on individual items, they can increase overall revenue by driving higher sales volumes and attracting repeat customers. When planned carefully, promotions can improve profitability through increased customer lifetime value. Myth 6: Seasonal Discounts Are the Only Effective Promotions Myth Buster:Non-seasonal promotions, such as flash sales, loyalty programs, and referral discounts, can be highly effective. Consistent and varied promotional strategies keep customers engaged year-round. Myth 7: Online Discounts Will Cannibalize In-Store Sales Myth Buster:Integrated omni-channel promotions can drive both online and in-store traffic. Offering exclusive in-store discounts or buy online, pick up in-store (BOPIS) options can complement online promotions and enhance the customer experience across all channels. #MarketingStrategy #CustomerLoyalty #SalesBoost #MarketingMyths #Promotions #Discounts #CustomerAttraction #BusinessGrowth #BrandValue #SalesStrategy #RetailMarketing #CustomerEngagement #MarketingTips
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In today's world, it’s not the brand that speaks—it’s the consumers that speak, serve, and shape experience. They’ve become the real voice of the brand, and they naturally gravitate toward companies that give them a seamless, enjoyable experience, whether online or in-store. The notion that 70% of a brand’s products don't work in-store is just a myth. The real issue often lies elsewhere: ➤Not ensuring prime visibility ➤Neglecting shelf placement ➤Lack of staff engagement While digital ads help spread the word about the new product launch, they alone can’t drive success. A product needs to: ➤Be present wherever your customer is ➤Showcase its value ➤Be strategically positioned for maximum impact This is where a brand’s marketing representative teams up with retailers to ensure the product not only has shelf space but also generates sales. And here’s why a Retail Recommendation Program Audit is crucial: 1. Prime Placement: It guarantees your product gets top visibility in the store, not just hidden away on a shelf. 2. Drives Sales Growth: When retailers actively recommend certain products, it gives a real call to your sales growth. Their endorsement helps draw customer interest and lead to more purchases. 3. Active Staff Promotion: The store staff actively engaging and suggesting it to customers can make all the difference in generating sales. In short, a Retail Recommendation Program ensures your product doesn’t just exist but attracts the attention it needs to shine. That’s how you elevate your brand! So, how are you leveling up your brand's in-store presence these days? #RetailMarketing #CustomerEngagement #BrandAwareness
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Retail promotions can drive traffic and sales while attracting new customers. However, it’s essential to avoid over-discounting, maintain brand consistency, and ensure excellent customer service. Strategic planning and execution help preserve brand integrity, turning temporary discounts into lasting success for your business. Prioritize experience and engagement! Read the article for some insights into Sale & promotions in Fashion Retail stores.
Harnessing the Power of Retail Promotions Without Compromising Your Brand Promotions and sales events like these are essential in the highly competitive world of retail. They can drive traffic, boost sales, and create a buzz around your brand. However, it’s crucial to execute these events strategically to maximize benefits and protect your brand’s integrity. Why Promotions Work Sales and promotions appeal to customers’ desires for value and urgency. They create a sense of excitement, drawing crowds into your store and sparking a purchase frenzy. Here’s why they’re effective: • Driving Foot Traffic: Well-advertised promotions bring in shoppers, increasing the likelihood of impulse purchases and upselling opportunities. • Moving Inventory: Discounting items, especially those that are older or overstocked, frees up space for new collections, keeping the inventory fresh and relevant. • Customer Acquisition: A good sale introduces new customers to your brand, potentially converting them into long-term loyal shoppers. Precautions to Take When Running a Promotion 1. Avoid Over-Discounting 2. Maintain Store Standards 3. Brand Consistency: Ensure that your promotional signage and overall marketing are in line with your brand’s image. 4. Manage Crowds and Ensure Safety 5. Customer Service Readiness: Train your staff to handle the surge efficiently. Strategies to Capitalize on Promotions 1. Create a Multi-Channel Buzz: Use social media, email marketing, and in-store signage to promote the sale. Tease limited-time offers or exclusive items to drive urgency. 2. Upsell and Cross-Sell: Position complementary products near discounted items to encourage additional purchases. Highlight full-priced items that pair well with sale items. 4. Collect Data and Feedback: Use the high traffic to collect customer insights through surveys or by analysing sales data. Understanding what works can inform future promotions and marketing strategies. 5. Plan Post-Promotion Engagement: Once the sale is over, follow up with customers via personalized emails, thanking them and offering future incentives. Promotions are a double-edged sword in retail. When used wisely, they can provide significant boosts to your business. As shown in the images of ZANDO GROUP, a well-managed sale can energize your store, but strategic planning and execution are vital. Prioritize brand consistency, customer experience, and post-sale engagement to turn temporary discounts into long-term success Picture Courtesy: ZANDO GROUP TTP #cambodiaretail #fashion #branding #retailconsulting #businessconsulting #retailoperations #retailpromotions #brandmarketing
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In today's hyper-competitive market, understanding your position is more than just smart—it's critical. Brands are now leveraging in-depth competitor analysis to not only discover their unique competitive edge but also to illuminate areas for growth and improvement. From redefining product offerings to optimizing sales tactics and enhancing omnichannel experiences, savvy businesses are turning insights into action. Read more: #B2B #B2Bmarketing
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🌟 Level Up Your B2B Ecommerce Game: Product Marketing & Merchandising Mastery Ever wondered how to truly elevate your B2B ecommerce game? Let me break down two key players: product marketing and merchandising. 💡 Product Marketing: Your product's compelling story 📖 ➡️ Crafts narratives that resonate ➡️ Decodes customer pain points ➡️ Aligns features with real needs Merchandising: Your product's digital spotlight 🎭 ➡️ Optimizes presentation and placement ➡️ Boosts visibility and searchability ➡️ Drives those crucial conversions The game-changer? Understanding how these two functions complement each other. It's not about choosing one – it's about leveraging both to create a knockout ecommerce strategy! Want to supercharge your B2B ecommerce? Start by asking: ✅️ Does your product story truly connect with your audience? ✅️ Is your platform showcasing products for maximum impact? Ready to dive deeper? Let's connect and swap strategies! Looking to enhance your customers' shopping experience? Check out the link to my article in the comments below. #B2BEcommerce #ProductMarketing #Merchandising #DigitalStrategy #EcommerceGrowth
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Out latest post on the importance on staying on top of insights & performance at all times…!
Expert fractional Category Management | Category Director | FMCG / CPG | Growth Strategy & Execution | Training | Outsourced support
When a retailer signals a potential delist, it can feel like a major setback – but instead of reacting impulsively, it’s essential to approach the situation with a clear strategy... 8 ways to defend distribution & keep your brand on shelf: 1. 🏪 Understand the Buyer Perspective First & foremost, find out WHY a delist is being considered: sales issues, competition, or strategic shifts? Talk to them to understand in detail the reasons why their support for your brand has waned. This is crucial to craft a strong defence. 2. 🔍 Understand Your Niche Clearly identify consumer "need states" your product satisfies & understand which other products meet the exact same needs - this is your true competition. Knowing *why* shoppers choose your brand is crucial to knowing *how* to boost rate of sale. 3. 📊 Analyze Your Brand’s Performance Benchmark vs. direct competitors (see 2) & total category: the former is the hurdle rate you really need to focus on. Understand root causes of any issues - consumer behaviour shifts, pricing, or promotions & how to address. 4. 💡 Prove Consumer Loyalty Show how many UNIQUE shoppers you have & quantify the sales they deliver – if some shoppers never buy competitors' products, they may leave the category entirely if you’re delisted. Use testimonials, social media buzz & survey data as well to prove demand & bolster your loyalty story. 5. 🌟 Share Success Stories Highlight top-performing moments - whether on promotion or in a subset of stores. Use to prove more frequent, wider or compliant implementation can boost performance. If possible, share anonymized data on key wins elsewhere to build confidence. 6. 🛠️ Propose a Revamped Plan Use the insight to create a data-driven action plan to enhance performance. Align with the Buyer’s category strategy & explore offering exclusive deals or extra marketing support. Showing genuine commitment to the partnership can help maintain your shelf space. 7. 🤝 Be Open to Negotiate If the retailer is firm, be creative: reduce SKUs, adjust pricing, or modify distribution. Flexibility can be the key to staying on the shelf. 8. 🔄 Plan for Contingency Prepare for a delist by focusing on other retailers, enhancing e-commerce, or re-evaluating your portfolio. Being ready ensures your brand remains resilient. But here’s the thing… ALL of these things you could be doing *before* the retailer raises the possibility of a delist. Yes of course it’s possible to save a brand at a late stage – but it’s a whole lot easier if you are pre-emptive, always staying on top of performance & insight to course-correct before a difficult conversation even becomes necessary. At Optima Retail we are Category Management experts so if you need any advice, or just want a quick chat to explore options for how to address a particular challenge please do get in touch. ♻️ & if you enjoyed this post, please like & share it with your network. #CategoryManagement #CPG #FMCG #BrandStrategy #Distribution
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