Increasing penetration by attracting the most profitable new customers

Attracting new customers and taking market share from the competition is an obvious growth opportunity. However, the question of which consumers to target, and how to target them, is a complex business. Consumer behaviour and brand choice can be habitual or highly considered, rational or emotive. A precise understanding of how people approach decisions in your category is vital to winning new customers profitably.

TNS develops solutions to deliver just such an understanding, with precision growth strategies that identify the most valuable opportunities, and the most effective approaches to them.

How we’ve helped our clients

Driving impulse purchase through in-aisle insight

Retail & Shopper, FMCG

The challenge

A global confectionary brand wanted to increase sales in convenience stores by helping retailers to attract new buyers.

Our approach

We combined in-store observation with shopper interviews at the aisle to explore how our client could use POS and packaging more effectively to stimulate impulse purchase.

The insight

Most of those that did buy confectionary on impulse had visited the store to buy a beverage. A third of shoppers visiting the confectionary fixture did not buy anything, usually due to too much variety and a misplaced focus on price.

Impact

We recommended locating the confectionary display on the way to the beverage fixture, reducing the number of SKUs to focus on high-volume lines and focusing POS messaging on craving and indulgence. Category sales increased by five per cent in tests, and the measures were rolled out across the store network.

Unwrapping emotional needs to increase share

NeedScope, Brand & Communication, FMCG

The challenge

The chilled food market leader needed a roadmap for customer acquisition and long-term growth in the chilled meat category.

Our approach

Our NeedScope study looked beyond the functional benefits that had previously defined the category, to identify the real drivers of choice and the potential for irresistibility.

The insight

A tendency to differentiate brands only at the product level resulted in unmet emotive needs around contentment, adventure and playfulness. Pulling individual brands apart to differentiate them at the emotive level could build irresistibility for the portfolio as a whole.

Impact

Increased market share through a portfolio of differentiated, irresistible brands with stronger linkage between emotive and functional needs.