Tech for Retail: penser client avant de penser technologies.

🧩 Context & Challenges

The company wanted to drive category growth for beauty brands via detecting recruitment (penetration) opportunities down to retailer/channel level and to recommend relevant activations to address them.

🎯 Objectives 

• Identify biggest opportunities for penetration growth through a 360 trend analysis across 3 filters : who (sociodemo groups), what (down to SKU level) and where (by channel/retailer level), highlighting which brand is winning or losing (inclu. competition) and the reasons why.
• Set clear priorities for each brand by identifying the activations that could boost mental and physical availability and increase consumer value for key SKUs.

✅  Outcomes

• Conduct an analysis of category dynamics using sell-out and panel data to determine which product ranges, at which retailers/channels and for which target groups offer the strongest trial opportunities.
• Create a compelling easy-to-grasp story based on uncovered insights thanks to data and organise workshops to expose clear recommendations on actions to take and activations to implement.

📝  Deliverables

• Analysis reports in Excel and summary in PowerPoint
• Power BI reports
• In-person presentations of results for marketing and sales teams of each brand and retailer teams

🛠  Tools

• PowerBi, NielsenIQ (sales sell-out data)
• Kantar (panel data)
• Brand Health Tracking