OBJECTIVES

To gain insights into the independent convenience channel, including:

• The attitudes of independent retailers around the Cheez-it brand
• Feedback on how different pack-sizes sell in store
• Retailers thoughts around future pricing strategies and product development

HOW WE HELPED:

Method
To gain the required breadth of insights, we worked with Kellanova to create an in-depth survey, and generate responses from 200 independent store owners.

Building the survey
Using our extensive retailer knowledge, we worked closely with Kellanova to ensure that the survey was asking the right questions, and would deliver the insights the Kellanova team required.

Gathering the responses
We promoted the survey through our print and digital platforms to get results from a representative sample of retailers – based on store sizes, location and independent/symbol split.
Preliminary results were shared at a halfway stage to ensure Kellanova was happy with the direction of travel.

Analysis and interpretation
Following the survey, we analysed the data and presented key findings and messages back to the Kellanova team, allowing them to develop their strategies across the Cheez-it brand, communications, shopper marketing and field sales teams, among others.

To add real value and depth, the data was cut and analysed by store size and symbol-group affiliation, and cross-referenced to allow Kellanova to see whether stores that answered one way on one question answered similarly on another, to identify areas of disparity within the survey set.

Timeframe
From signing off the questions to presenting the results back took just a month, showcasing our ability to move quickly and deliver results.

OUTCOME:

The project uncovered clear trends that have the potential to help Kellanova strengthen its position in convenience retail and shape its brand strategy Here’s a snapshot of the insight we delivered.

TESTIMONIALS:

The Newtrade Media team were great to work with throughout, helping us shape the questions and advising on incentives to make sure we got strong participation.

We received a clear, easy-to-digest report, plus a walkthrough with Newtrade’s insight experts who highlighted the most interesting findings and key stats. It was a really useful piece of work, and we’d happily look to run another retailer survey with them in future.

Adam Goonajee, Brand Activation Manager – Cheez-It