How CPG Data Guides Every Step of the Product Life Cycle

The Crispology team needs to understand who buys health snacks, and where, how, and why they buy them. NIQ Omnishopper gives the team access to both online and offline shoppers so it can determine who its target market should be. The team finds millennials in high-income households are buying snacks with additive benefits, specifically protein-packed options, a gap in the salty snack segment. Crispology has identified a specific unmet consumer need — the foundation of successful innovations — that will also help inform its packaging, pricing, and marketing strategies.

How did Crispology know protein-powered snacks were missing in this snacking category? It used NIQ Product Insight data to evaluate the snack category based on product attributes like health claims, ingredients, and packaging details. Now, it has a point of differentiation in its snack offering to set it apart from the competition.

New products that fail to satisfy consumer expectations only have a 5% chance market success. So after product development, Crispology can also test the product in consumers’ homes with BASES Quick Use. With fast, easy testing and result analysis, Crispology makes final, crucial adjustments without compromising its launch timeline. 

Thanks to its analysis of product attribute data, Crispology knows that its target audience is willing to pay extra for snacks with trendy ingredients. It confidently sets the price at $3.99 per package. With RMS data and advanced analytics, it also uncovers a moderate sensitivity to price changes. Armed with this intel, the CPG brand can strategically plan promotions to maximize revenue and avoid over promotion.

Crispology can level up its pricing strategy with advanced analytics tools that continuously monitor market dynamics, including competitor strategies and consumer feedback. It can stay ahead of the game, without costly manual pricing studies, and make informed decisions based on product performance and market conditions.

Crispology aims for a multi-channel distribution strategy, both online and offline. For its brick-and-mortar presence, it meticulously plans distribution to ensure the product lands in the right stores. The team identifies in-store distribution gaps and opportunities within its target market by looking at the total number of stores that carry the category — NIQ’s granular RMS data and geographic and demographic shopper profiles show how and if stores are selling the category, brand, and specific SKUs. This helps the team pinpoint the stores that have a higher potential for effectively selling its product.

When the product launches, Crispology uses NIQ Precision Areas, a powerful interactive tool that helps zero in on the fastest-growing locations within the category and competitive set, at a neighborhood level. The team can focus its execution more efficiently, gauge its potential, and gain an edge with hyper-local strategies.

Assortment is never the same between retailers.  However, with tools designed to visualize and optimize shelf space, Crispology can more easily manage the potentially massive logistical undertaking of developing an optimal strategy for each retail partner and location.

When Crispology launches its product, it can use e-retailer level analytics, powered by NIQ’s Digital Shelf Analytics, to manage out-of-stock rates, improve search rankings, and, ultimately, boost marketing ROI.

NIQ provides compelling evidence that Crispology’s target consumers align with the frequent visitors to Retailer A’s stores. Equipped with powerful data, Crispology showcases the overlap in consumer profiles and highlights how its product can contribute to increased foot traffic and sales at the retailer.

Crispology can tap into the power of collaborative platforms like NIQ Activate, AI-driven, predictive analytics to provide crucial insights, optimize trade and marketing budgets, and supercharge joint business plans with retailers. With these market insights, Crispology can unlock new levels of success.

NIQ Omnisales empowers Crispology to trace the consumer’s digital path to purchase, from online ordering to delivery and in-store pickup. While online sales triggered the trend, shelf distribution now reigns, generating the highest volume!

The Crispology team knows it needs to stay agile to remain competitive in this category. To inform future product iterations, it leverages insights from NIQ’s Consumer Insights Consumption Moments to understand when and why shoppers chose its new product. NIQ’s Omnichannel, Amazon, and location-based data takes it one step further, allowing Crispology to better allocate resources so it can spend more time and money on the channels, retailers, and geographies that are growing its brand the most.