“Gain Theory has been a partner for several years now…most of the time we aren’t really clear on what we want, need or expect and yet they keep on amazing us with their output.” 

Background

Gain Theory partnered with a grocery retailer to evaluate and optimize growth drivers.

Solution

Unified measurement models include store conditions, economics, inventory, trade, pricing, marketing / media and more recently, COVID-19. Models establish incremental sales for each driver and driver synergies (e.g., a Q3 2020 price decrease led to +5% media effectiveness). Other interactions were also identified (e.g., marketing and seasonality, marketing and e-commerce growth).

Results

Planned changes in non-marketing drivers in Q4  2020 indicated a sales forecast below target, driving +12% in media investment to mitigate the gap. This information also influenced vouchering and the website experience, resulting in +8% in annual e- commerce customers.