How PepsiCo measured buying patterns to plan go-to-market strategies

Challenge

PepsiCo is a data-hungry organisation, which has intensified in the past year with more focus on shopper metrics. We now have short- and long-term penetration, frequency and volume/trip targets at a brand level, initiative level and retailer level, with stakeholders eager to understand the why behind performance.

Solution

In order to help answer the why behind the performance, we are now looking at switching at a product and brand, retailer and even manufacturer within retailer level. We are also looking at further demographic splits (such as income, lifestage and region) to truly help us understand where the category, brand and retailer headroom is. For priority initiatives, we monitor the data monthly, understanding drivers of performance.

Result

Having this data makes our retailer conversations a lot easier, moving our relationship with them from tactical to strategic and enabling us to provide clear recommendations on how to grow the category in a sustainable way. By having more information on demographics, we can pinpoint areas of category, brand and retailer white spaces, giving us direction on where we need to focus, but also with what. By monitoring data monthly, we can effectively keep our finger on the pulse and course-correct if necessary.