3 Ways to Gain an Edge Over Competition Using Data

There has been much uncertainty over the past year in the industries we track. As an example, COVID-19’s disruption accelerated consumers’ shift to online shopping. With our actual sales data from Canadian retailers, you can see what your competitors are doing. These examples illustrate how you can use it to stay ahead in a changing retail environment:

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Promotional Strategy

How effective are my promotions compared to my competition?

In the coffee and espresso subcategory, nearly three-quarters of category gains source to the opening price point, which is the value segment. Of the gains in the value segment, the majority are sold during the crucial holiday season.

Aggregated sales data from retailers in Canada uncovers competitive price points and shows you how to base your promotional calendar on the largest selling weeks, with the most compelling offers.

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Sales Strategy

To what extent should I discount prices?

45% of Brand A, Brand B, and Brand C units were sold on promotion, and 10% were subsidized, meaning they were sold on promotion but could have been purchased at a higher price. This represents $1.6M in missed revenue.

With access to data on what sold at retail, you’ll understand how to make strategic adjustments to price and promotion decisions with less risk and allocate investments to brands and items that will have the most impact.

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Retailer Distribution

Am I losing distribution in a certain category to a competitor?

In microwave ovens, Brand A ranks in the top 3 brands, but it has lost distribution. Brand B is gaining distribution and volume and has quickly moved into the top 5 brands. However, Brand A is nearly 2x more productive per item than Brand B.

This level of granularity reveals the products that deserve more shelf space because they’re your most productive revenue generators. These compelling insights can be used with your retail partners to support building category performance.

Source: The NPD Group/Retail Tracking Service, Canada

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This story just scratches the surface. We know retailers and brands have big questions about COVID-19’s impact, including recovery indicators, price sensitivity, online shopping, brand and retail survival, and repercussions of the widespread shift to working from home. We’re here to support your business. Let us help you make confident decisions that position your business for recovery and growth.

Complete the form to receive our 2021 Canadian Home Report for Q1 or email contactnpd@npd.com for more information.

Canadian Home Report

Complete this form to receive our 2021 Canadian Home Report for Q1

Promotional Strategy

How effective are my promotions compared to my competition?

In the headphones category, 10% of your sales occurred in the weeks of Black Friday and Cyber Monday. Over 20% of the competition’s sales occurred in those weeks. Your market share declined -2.0 pts in that period.

With point-of-sale data from retailers across Canada, you’ll know how to base your promotional calendar on the largest selling weeks – and be able to benchmark performance against competition.

Sales Strategy

To what extent should I discount prices?

30% of Brand A, Brand B, and Brand C units were sold on promotion. 10% were subsidized, meaning they were sold on promotion but could have been sold at a higher price. This represents $1.6M in missed revenue.

With access to data on what’s selling at Canadian retail, you can make strategic adjustments to price and promotion decisions with less risk – and allocate investments to brands and items that will have the most impact.

Customer Acquisition

Am I losing customers in a certain category to a competitor?

Your market share of athletic footwear eroded in the last quarter. Using our Consumer Tracking Service, you can diagnose that market share losses are coming from the online channel and that your biggest competitor is gaining market share online.

Our footwear point-of-sale data (coming soon!) will let you dig into the athletic footwear market and pinpoint where market share losses are coming from – at the brand, price point, and item levels.

Adding our analysts’ support to the picture, you’ll understand how to more effectively target consumers who are buying in each category and get a clear view of channel-level competitive market dynamics.

Source: The NPD Group/Retail Tracking Service, Canada

These illustrations just scratch the surface. We know retailers have big questions about COVID-19’s impact, including recovery indicators, price sensitivity, online shopping, brand and retail survival, and repercussions of the widespread shift to working from home. We’re here to support your business. Let us help you make confident decisions that position your business for recovery and growth.

Complete the form to receive our 2021 Canadian Retail Report (Q1) next month or email contactnpd@npd.com for more information.

Canadian Retail Report

Complete this form to receive our 2021 Canadian Retail Report (Q1) next month