Sales frozen at the freezer: unpacking consumer behaviour blockages at point of sale.

Read on to learn how we used in-store shopper research to address this.

Background

Our client is a major manufacturer of frozen food, owning several brands across categories, and a leader in their category.

18 months after the launch of a new range, sales were disappointing and the product at risk of deletion.

With 18 months in market, this naturally raises questions of understanding where in the funnel the problem lay – product availability, pricing, knowledge, or sensory delivery?

Approach

In this instance, we avoided traditional surveys or qualitative approaches.
Surveys are great for attitudinal reads, but lack the precision of in-the-moment insights. Moreover, finding people at scale aware of a product that is already struggling become sproblematic.

Instead, we used crowdsourcing via a pre-recruited and onboarded panel of shoppers to head instores to conduct in-store shopper research.

40 individuals across Australia completed a three-part study:

1. Initial pre-supermarket visit survey
2. In-store evaluation of the freezer, including photos and rating of in-store ranging and display
3. In-home cooking and consumption experience

Outcome

By utilising a three-beat approach as part of this in-store shopper research approach, we were able to provide clear and actionable recommendations to our client about where the problems lay and how to put strategies in place to address these. Specifically:

• Limited awareness was the first blocker – consumers weren’t aware the product existed in the first place.
• Limited conversion exacerbated this – even among those aware, conversion into trial was limited.
• Placement in freezer saw the brand too close to mainstream rather than premium SKUs, subconsciously positioning at as a mainstream product rather than its earned premium and innovative position
• First impressions of the packaging did the product a disservice – only upon closer inspection of the packaging and claims could consumers appreciate the quality and innovation of the product, but it was not making its way into hands
• In absence of consumers understanding the proposition, innovation and premium nature of the product, price was too high and therefore the product rated as poor value for money
• Once in-home, the product experience was superb – 93% rated the product better than others in the category, and finally understood the unique innovation on offer.

The result

Through following the line of the consumer journey from pre-awareness to demand, conversion and consumption, we were able to help our client understand where the problem lay: specifically, a considerable price premium, leading to questions of value. Superior product delivery identified the challenge here was one of marketing – not product formulation. This provided clear recommendations to address with the retailer where it is ranged, what cues are used on pack to communicate taste delivery, and clarification of cooking experience to ensure consistency.

This case study reveals how Vibrant Insights uses in-store shopper research to help identify and size the blockage for our client, and guide a clear way forward.