A customer wants to enter a new category in the food retail industry with new products in the medium term and requires a comprehensive category analysis.
02.
Research Questions
How is the target category structured?
What sub-categories are there within the category and what brands are represented in those?
How do the loyalty card KPIs differ by sub-category and brand?
03.
Approach
Payback loyalty card analysis
Data basis: 100 stores, over 990,000 regularly shopping households and over 200 different SKUs
Basic KPI analysis (penetration, repurchase rate, number of shoppers and purchases, turnover per purchase, …) incl. performance matrix
Shopper profiles/segments
04.
Results
The target category has a penetration of approx. 57% and a repurchase rate of approx. 62% per year
Considered shoppers buy on average 3.7 times per year in the category, whereby 1.8 products are bought per purchase act
The target category could be divided into 7 sub-categories, whereby 15 different brands including private label were examined
5 brands attract the attention of an above-average number of young shoppers, while 3 brands are purchased to 40% of shoppers over 55
