The Challenge: A leading pharmaceutical OTC manufacturer wished to expand sales of their dietary supplement products, while growing the category for their key retailer partners. Their goal was to make the category easier to understand and shop. Previous surveys and focus groups had identified that shoppers felt frustrated and confused by the brands, types of supplements offered, shelf organization, and that they wanted additional information at shelf. However, at shelf attempts to inform shoppers had not been successful to date.
Conduct a deep dive research investigation to understand the role the dietary supplement category plays in the lives of consumers, how they utilize the products, what they feel they know, as well as what they want to know.
We conducted focus groups with shoppers from each of the key retailer partners. Further, we selected a sub-set of respondents from the focus groups for additional ethnographic observation both in home as well as in store to understand the role each individual product plays within the mix, their at home behaviors around the category, daily compliance, as well as their approach to shopping for these products.
The Result: Retailer execution strategies for the overall category were developed leading to increased sales for the client’s brand as well as other category items. The paradigm continued to inform creative efforts for in-store and path to purchase communications targeting different segments for several more years. Each strategy, though different, resulted in increased client and category sales. Further, each retailer benefitting from a strengthened relationship with shoppers, as shoppers identified the category strategy as being more focused on their needs, and how they shop.