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TABS ANALYTICS BLOG

How Loyalty Card Programs Frustrate Consumers

 

 At TABS Analytics, we’ve done extensive research on retail and consumer loyalty card programs and how they can damage the promotional efforts of both manufacturers and retailers if not correctly managed. But what gets lost in the shuffle are such programs’ effect on customers. Many Loyalty card programs are consumer-unfriendly for a number of reasons.

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How Consumer Surveys Can Reveal Hidden Opportunities

 

 

 

 

Consumer Surveys and Their Metrics

In the previous parts of this series, we have covered both syndicated data as well as your own panel data. In this final report, we’ll conclude with quality metrics that you can obtain by surveying your customers.

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20% of Purchases in the Baby Products Market Are Made Online

Amazon, Walmart and Target make up around 75 percent of online sales; households without young children account for approximately 40 percent of buyers 

 

 

Shelton, Conn. – TABS Analytics announced that the company’s 2016 Baby Products U.S. Market study found that online sales account for 20 percent of all sales in the $30 billion baby products market. The online share of baby products sales is 10 times higher than the online share consumables sales for consumer packaged goods as measured by TABS in its Third Annual Consumer Value Study of Consumables. Amazon, Walmart.com and Target.com lead all online retailers representing 75 percent of online baby product sales.

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Online Baby Products Drive Category Sales - Infographic

 

TABS Analytics just completed its Baby and Infant Care Trends Study in March 2016. The infographic below highlights some of the key findings the study, including:

  • Online baby products sales accounts for about 20% of baby category purchases
  • Amazon, Wal-Mart and Target account for approximately 75% of online purchases
  • Higher-priced products are purchased more frequently online compared to lower-priced products

Click here to view as a PDF.

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The Most Useful CPG Household Panel Data Metrics You’ve Never Heard Of

 

 

 

Household Panel Data Metrics  

In the last several posts, we surveyed the innovative things we can do with the Nielsen, IRI, SPINS and other syndicated data that you’ve been buying for years. Now it’s time to turn inward and look at household panel data.

Few CPG companies extensively mine their own panel data, instead relying on syndicated data almost exclusively. These companies focus on the fact that syndicated data gives them a view of the entire market, and not just their own shoppers. But, when panel data is used, it’s often too generic (buyer count, purchase frequency, etc.), to be useful. There’s rarely a story or strategic information on which they can act.

Successfully wielding panel data requires a core understanding of the basics and a certain amount of creativity. Let’s begin with loyalty shoppers.

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TABS Analytics Named One of the Top Business Intelligence Providers

Marks Fourth year in a row that TABS Analytics has been selected for Business Intelligence, including reporting, analytics, data mining and data warehousing

 

Shelton, CT – February 2, 2016 –TABS Analytics, the leading outsourced sales and marketing analytics firm in the consumer packaged goods industry, announced today that the company has been named for the fourth year in a row as one of the top business intelligence providers by Consumer Goods Technology (CGT) annual Readers’ Choice Awards. 

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The Most Useful Sales & Marketing Metrics that Are Unknown - Part 3

 

 

Innovation and Promotion Metrics

 In our last post, we concluded our discussion of distribution-based metrics. In this post, we’ll continue to make use of the syndicated data you already have, but this time, we’ll focus on the innovation of new products and the promotion of existing ones. 

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The Most Useful Sales & Marketing Metrics that Are Unknown - Part 2

 

 

Distribution Metrics: Velocity Change and Organic Growth

In our last post, we began this series on the new metrics that are delivering major results for those in the CPG industry who are leveraging them. Just like last time, the metrics we’ll be discussing can be found in the syndicated data you already have.

In this post, we’ll conclude our discussion of distribution-based metrics. The two measures described in our last post, Equivalized SKU and Sales Productivity, have built a solid distribution-based analytics foundation. The first metric gives you an accurate measure of your distribution, the average number of items of a particular brand in every store. The second metric takes your sales and divides by the Equivalized SKU, letting you take distribution into account when weighing up the relative strength of any brand.

The two metrics we’ll be talking about today are Velocity Change, a simple measure that’s remarkably good at predicting sales trends, and Organic Growth, which augments that velocity change score by taking price elasticity into account.

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The Most Useful Sales & Marketing Metrics that Are Unknown - Part 1

 

 

Distribution Metrics: Equivalized SKU and Sales Productivity

In this blog series, we’ll be exploring a number of incredibly insightful new business metrics. Most analysts don’t use them; many have never heard of them. These analysts are still doing the same kind of data analysis they were doing 20 years ago, very much to their detriment. Over the past three years, the top 15 CPG companies, many of whom continue to use these outdated practices, actually underperformed compared to the industry average. Less than 10% of these companies exceeded the (rather modest) industry growth of 2%.

There has since been incredible development in the way of new analytical tools and innovations. The beauty of these new metrics is that many of them can be found in the data you already have. We just mentioned that most analysts haven’t discovered these yet. As a happy consequence, neither have many of your competitors. Most figure that they’ve already wrung all useful information from their data, and have since moved on to other initiatives such as loyalty card programs.

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Ulta and Sephora Are Driving Cosmetics Sales

 

 

TABS Analytics conducted its second annual U.S. Cosmetics Study in November 2015 to analyze key trends and drivers for the $13 billion cosmetics market (market size excludes skin care and hair care products). 

Within the general market – Food, Drug, Mass, Club and Dollar stores (FDMCD) – there were modest gains in penetration (households buying at least one time per year) and regular purchases (households buying at least twice a year), with Target being the primary recipient. Target’s penetration increased 11 percent over 2014, and “purchased regularly” frequency increased by 23 percent. 

Although mass retailers such as Walmart and Target remain the most popular outlets for cosmetic buyers overall (59 percent penetration), the survey found that the fastest-growing cosmetics retail channel is specialty beauty outlets, which showed an 8 percent increase in penetration to 41 percent and a 19 percent increase in regular buyer purchases to 25 percent compared with 2014. 

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