The challenge

The brand was under pressure to stay in range due to poor sales despite 100% store ranging and brand blocking. Brand owners needed to understand:

  • Perception of their brand among other chocolate brands in the market at a national level.
  • What product improvements customers wanted to see in the future.

Information needed to be credible and in a format ready to present to the category team.

Brand had to prove they understood the issues and had a plan to significantly improve product performance

Time frame

WEEK 1

Prepare Research

WEEK 2

Factory Stickering & Distribution

WEEK 3

Survey Responses Flooding in

WEEK 4

Analysing Results

WEEK 5 

Prepare Report and Insights

The solution

Glow’s product stickering solution allowed for quick deployment of secondary packaging stickers to 50,000 products prior to distribution to the network of over 750 Coles stores across Australia.

Glow’s database of over 600 FMCG and Retail experience market research questions was used for the development of targeted questions.

The project included:

  • Testing of outcomes and survey structures with the client stakeholder group
  • Mapping of the T&Cs for the offer while stickering was completed
  • A free chocolate bar was used to entice customer feedback
  • 2,400 responses were captured

How this changed the game

  • 100% increase in understanding of customer demographics and unique positioning of the brand
  • Proved customers liked the brand and product proposition
  • Clear feedback pointed to a couple of key issues holding back purchases
  • A plan was developed prior to meeting with the customer to address the issues identified
  • Category team accepted the customer feedback
  • The brand was saved from deletion and agreement reached to improve sales performance

Quality

  • 2,500 responses (capped)
  • 50,000 products
  • Targeted audience

Speed

  • 3 weeks to live responses
  • 90% of responses within 7 days

CosT

  • 44% first time trial of brand
  • $3.90 per response

 

 

Dramatically improved retail credibility

 

Get started today

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