How Intouch Boosts Retail Merchandising For a Global CPG Brand

Curious to learn how Intouch Insight's data collection and analysis solutions helped a global CPG company gain actionable insights into the effectiveness of retail merchandising across various customer purchasing channels at thousands of North American locations? 

Dive into the full story by watching the video below, or keep reading to find out.

About Substance Collective

Substance Collective is a strategy, design, and marketing boutique firm that works with Fortune 500 clients on their most complex challenges.

With three core partners and a global network of independent experts, Substance Collective offers solutions across various specialties, including design, technology, writing, research, and strategy.

The Problem: Fragmented Brand Presentation and Data Insights

The North American arm of a large, global CPG company that distributes its products across countless retailers and distribution partners faced challenges in controlling the presentation of its brand at the point of sale. 

Focusing on one of its major retail channels, the CPG company needed to collect comprehensive data on consumer experiences, pricing, and promotional materials across both physical retail locations and mobile experiences.

The Solution: Targeted Data Collection and Advanced Machine Learning Analysis

Leveraging Intouch Insight’s mystery shopping services, Intouch and Substance Collective partnered to collect detailed pricing data and brand experiences.

The data collected was organized and tagged, generating upwards of 800,000 different data fields from 30,000 visits performed within 14 weeks, including the collection of photographic evidence. 

"Intouch Insight's ability to provide strong photographic evidence and firsthand accounts was crucial for us to analyze real-life consumer experiences effectively.” Patrick Palmer, Partner at Substance Collective.

The sampling plan encompassed both a statistical sampling approach to purchase channels and complex hierarchical requirements to support the end client’s location list. This extensive data set was analyzed using machine learning algorithms to identify key insights and to provide strategic recommendations for the client.

The Outcome: Strategic Insights and Actionable Recommendations

Through mutual collaboration, this initiative enabled the end client to look at the totality of market presence in actual retail channels to understand where they can make improvements. 

This enabled senior leadership to make informed decisions about its brand, pricing, and overall strategy and understand how the signage and other materials are utilized at the retail locations.

Ultimately, the data collected resulted in:

• A better understanding of how their brand was being presented in the real world, 
• The ability to make focused changes in their strategies in how they go to market and
• Concrete action steps on the things they could control more effectively.

Substance Collective and Intouch Insight were able to deliver significant insights that allowed our client to make meaningful changes in their go-to-market strategy." Patrick Palmer, Partner at Substance Collective.

One key element of success for this project was Intouch’s robust and professional approach to large-scale sampling in a short amount of time, leveraging its large network of contractors to perform high-quality data collection.

"The quality of the interaction with the field team was very good because the data came back flawless. We tested [the data] in a number of different ways against our own comparison sets, and it always came back to be quite reliable, so we were impressed with that part of Intouch. I'm not sure of other companies that do the same thing." Patrick Palmer, Partner at Substance Collective.

Conclusion: A Successful Partnership

The partnership between Substance Collective and Intouch Insight resulted in:

• Professionalism and Collaboration: High-quality data collection and strategic analysis.
• Reliable and Comprehensive Data: Enabled better decision-making for the client.
• Efficient Project Execution: Delivered a large volume of data within a short timeframe.

Interested in Transforming Your Brand Experience?

Want to know how Intouch Insight’s CX solutions can help you gather actionable insights and enhance your brand’s presentation?