During this webinar you’ll learn how to:
-Determine competitive pricing and promotional activities for your product category
-Understanding inflation’s effect on shopping and consumption
-How the right data and insights can help you navigate the current market condition
2. Meet the Speakers
Carol Fleishman
Senior Business
Development Executive
Marc Ajel
Solutions Consultant
3. Agenda
● Meet the Speakers
● Premise Overview
● Case Study - The Impacts of Inflation
● Key Takeaways
● Live Q&A
4. How has inflation impacted your strategic planning?
A. Changing Distribution Strategy
B. Adjusting Promotional Activities
C. Tweaking In-Store Execution Efforts
D. Re-examining Brand Expansion
E. None of the above (yet)
Poll Question
5. Premise is a global, venture-backed
technology company headquartered in San
Francisco, with a presence in over 135
countries worldwide.
We provide local insights for global brands by
enabling near real-time visibility on the market,
store-by-store, allowing brands to:
● Identify retail execution fixes
● Adjust trade promos while active
● Spot out of stocks
● Monitor competitor innovation
Meet
Premise.
6. Why the
Top CPGs
Subscribe.
Subscriptions enable near real-time
visibility on the market, store-by-store to:
■ Fill distribution gaps and disruptions
■ Correct pricing, planogram and
promotional compliance issues
■ Gauge effects of inflation and price
elasticity
■ Understand the competitive landscape
■ Capture in-the-moment customer
experiences to improve retail execution
7. Local Presence,
At Global Scale
A continually growing network of
Contributors compete to gather
requested insights through the mobile
app, earning money for each verified
task.
8. Data & Insights,
Delivered.
Access results all in one place through the
Premise platform, including store-by-store
drilldowns and cross-market analytics.
Weekly or monthly monitoring enables you
to see exactly where opportunities arise for
action to drive growth.
Capabilities also include:
● Interactive dashboards
● Geospatial data visualizations
● Scheduled data delivery feeds
● API Integrations
● Raw data downloads
9. Promotion
Monitor
Create
Your Own
Distribution
Tracker
Rapid
Growth
Execution
Fundamentals
Leverage gaps in the market and fix out of stocks with
actionable same-day data.
Identify exactly which untapped outlets your reps or
distributors should convert into customers.
Discover immediate fixes to retail execution with
actionable, verified and same-day data.
Understand how your promotions are performing while
they’re still active or identify competitor launches.
Work with our team to craft a custom subscription to
bring your unique needs to light.
Available
Packages.
10. How can you see your organization leveraging
crowdsourced data?
A. Monitoring Retail Execution
B. Understanding Consumer & Shopper Sentiment
C. Gathering Competitive Intelligence
D. Testing Innovation Concepts
E. None of the above (yet)
Poll Question
12. CSD Inflation Case Study
Who/What: Partnered with CSD market researchers who wanted to better understand effects of inflation
and rising prices on consumption and shopping behavior.
Where: North Carolina - Raleigh/Durham, Greensboro/Triad, Charlotte (Walmart and C-stores only)
When: 22 days over May-June 2022
13. Demographics, Brand Preference and Perception
● The sample had an approximately 61%/35%
Female/Male split (4% preferred not to answer).
Gen X and Millennials were relatively equally
represented with nearly 90% of contributors
falling into one of these generational cohorts
while Gen Z accounted for approximately 10%
of submissions. Almost half (47%) of
contributors prefer Pepsi while 39% prefer
Coca-Cola.
● Overall, contributors perceive the Pepsi brand
favorably. However, they perceive Pepsi as
more of a Premium Brand (average 3.1;
Strongly Agree) than a Value Brand (average
2.9; Agree). Unsurprisingly, Coca-Cola loyalists
showed the most polarization between the two
statements.
14. Effects of Inflation on Shopping Habits
● 71% of contributors reported that inflation has
affected their shopping habits with most of
those contributors stating they shop less
frequently, indicating that penetrating the
shopper’s basket on every single trip is that
much more important in order to drive Trial &
Repeat.
● The most frequently purchased segments
amongst these contributors are Sports Drinks,
CSD and Bottled Still Water. In spite of
inflation, contributors reported buying the
SAME/MORE or LESS of specific segments:
○ Relatively Inelastic (buying the SAME/MORE of): 1)
Bottled Still Water, 2) CSD, 3) Sports Drinks
○ Relatively Elastic (buying LESS of): 1) RTD Tea, 2)
Explicit Energy, 3) Sparkling Water, 4) Fruit Juice
15. Pricing and Purchase Intent
● Pepsi and Coca-Cola 20 oz. bottles
were very similarly priced. However,
Pepsi 12/12 oz. cans were selling at an
average price of $4.42 while the
comparable Coca-Cola SKUs were at
an average of $5.94.
● Purchase intent by both Pepsi and
Coca-Cola loyalists indicates that
current pricing (including promo) is
not driving brand switching. However,
39% of Pepsi loyalists and 63% of
Coca-Cola loyalists stated they would
buy less quantity or a better value
pack size.
16. Premise’s Data Science and Engineerings teams have
created advanced image recognition models to
automatically analyze retail shelf pictures to generate
On Shelf Analytics.
The trained models allow our partners to assess and track
their shelf KPIs by understanding:
Computer Vision
● Product presence
● SKU presence
● On-shelf
availability
● Out of stocks
● Stock levels
● Facing counts
● Share of shelf
● Hand and eye level
● Display layout
● Planogram
compliance
18. Key Takeaways
1. Address concerns around rising costs by developing
strategies with a better understanding of inflation’s effect on:
a. Consumer Segments
b. Product categories
2. Leverage crowdsourced data collection to understand true
purchase intent (vs. perceived)
3. Adjust strategy based on near real-time, quality control
checked and accurate data sources
4. Test & learn by focusing on a specific channel, region, etc.
before global rollout
