How a CPG company found its shelf budget belonged at Dollar General, not Family Dollar
A large CPG company needed to secure high-ROI shelf space in the dollar channel. Behavioral data on Dollar General and Family Dollar shoppers showed its likely buyers reached Dollar General at 51% against Family Dollar’s 24% — twice as often.
- Client
- A large CPG company
- About the CPG company
- A large CPG company selling through the dollar channel — Dollar General and Family Dollar — whose shelf space is bought store group by store group.
- Solution
- vSurveys+™ analysis, historical geolocation targeting
- Challenge
- Design strategies for securing high-ROI shelf space investment and partnerships in retail stores, to drive sales.
- Method
- Panelists observed visiting Family Dollar or Dollar General in the past 6 months, screened as a regular shopper of one or the other, then surveyed on up to 2 of 7 categories.
- Result
- Likely buyers of the company’s product reached Dollar General at 51% against Family Dollar’s 24%, so the shelf budget was pointed at Dollar General.
Secure more shelf space and higher ROI.
A large CPG company needed to run research to design strategies geared toward securing high ROI shelf space investment/partnerships in retail stores to drive sales.
We aim to arm the company’s sales team with consumer sentiment data across categories and retailers in the dollar channel to secure more shelf space for products.
Using historical geolocation capabilities, MFour will target members of our first-party audience who have been observed passively through opt-in location sharing to have visited either Family Dollar or Dollar General in the past 6 months.
Panelists will then be screened as either a Dollar General regular shopper, or a Family Dollar regular shopper, then asked to complete a survey about a maximum of 2 out of 7 possible categories.
- What impact is inflation having on consumer behavior specifically within the dollar channel’s key shopping segments?
- Are consumers buying more/less often, larger or smaller quantities, switching retailers/brands, or have they stopped buying in general?
- Which deals are preferred and how are consumers defining value?
- Uncover drivers/barriers to purchase each category across each retailer (Dollar General and Family Dollar).
- Understand consumers’ brand preference within each category across both retailers, along with purchase frequency.
- Define and understand usage occasions across categories.
The company now knows to prioritize shelf space spending at Dollar General over Family Dollar.
MFour behavioral data reveals those who are likely to purchase the CPG company’s product shopped at Dollar General 2x more than at Family Dollar.
Rather than relying on stated data, adding vSurveys+™ analysis provided the CPG company with validated ammo/insights to help advocate Dollar General shelf space for their product. Without these insights, the company would not know where to prioritize their shelf budget. This finding helps maximize the company’s ROI on shelf spend knowing their target audience is much more likely to shop at Dollar General rather than Family Dollar.
In other words, buy more shelf space at Dollar General vs. Family Dollar. CPG companies can use insights like this to guide product placement and bolster the case for partnership opportunities with retailers.
About the CPG company
A large CPG company, unnamed in the source, selling through the dollar channel — Dollar General and Family Dollar — and buying shelf space in it. Its question was where that shelf investment returns the most.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.
Find out which retailer your buyers actually walk into.
vSurveys+™ pairs a validated survey answer with the store visit that really happened, so a shelf-space case is argued from observed reach rather than stated preference.
Talk to an insights strategist