Winners more often use sophisticated analytical tools for setting prices
Analysis of product assortment/mix impact
Market structure/purchase structure
War-gaming/
simulations
Heuristic scoring/rules-based pricing
67
53
44
21
50
67
83
100
% of respondents selecting "We currently use", 2016 Winners Other
NEXT: Collecting data from retailers
What sets winners apart?
Consumer packaged goods
Data collection
from online retailers
Multichannel grocery, mass, and drugstores
53
13
50
27
13
12
33
38
50
80
100
100
Amazon
Other pure-play online multicategory retailers and marketplaces
Pure-play online grocers
Own website for direct-to-consumer sales
Online/multichannel category specialists
% of respondents who collect some type of data, 2016 Winners Other
NEXT: Analyzing shopper attributes
What sets winners apart?
Consumer packaged goods
Analyzing
shopper attributes
Spending levels
33
33
75
33
47
50
53
63
63
53
88
88
Demographics
Geography
Occasions (eg, stock up, fill up, impulse)
Source/origin websites
Spending patterns
(eg, seasonality)
% of respondents who analyze attributes, 2016 Winners Other
NEXT: Generating city-level and store-level shopper insights
What sets winners apart?
Consumer packaged goods
Generating more granular shopper insights
National
80
20
80
93
40
60
27
60
80
100
80
53
100
80
Regional
Retailer shopper segment
Store
Customer
Channel
City
Granularity of consumer insights, % Winners Other
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What sets winners apart?
Consumer packaged goods
4
Significantly generating city-level and store-level shopper insights
Granularity of consumer insights, % Winners Other
National
80
20
80
93
40
60
27
60
80
100
80
53
100
80
Regional
Retailer shopper segment
Store
Customer
Channel
City
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Consumer Packaged Goods:
What sets winners apart?
