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INNOCENT DRINKS

Sales territory planning, category management, store segmentation, customer segmentation

‘The provision of pen personas for online customers now enables us to monitor how our different customer segments respond to online activity, helping us to more effectively shape future strategic online marketing decisions.’ – Head of Marketing, The National Gallery

The Brief

Selling over 2 million smoothies per week, Innocent Drinks make smoothies, juices and veg pots which are sold in a huge variety of retail stores including major grocers, coffee shops, licensed premises and food led venues.

Innocent’s main objective was to secure greater distribution of its core product range in stores (primarily independent and small chains) that were located in areas matching their consumer profile.

We were also tasked to review major national accounts with a view to gaining a foothold in geographic locations offering the greatest consumption opportunity.

Innocent required analysis to be undertaken to provide insight into the characteristics of residents and workers within specific catchments of their existing customer outlets and the identification of potential new store locations for range expansion.

Action

Using consumer classification tools and our extensive ‘Total Market View’ food and drink level universe database, we analysed the common consumer demographics and purchasing behaviour of all customers within catchments of existing Innocent outlets.

A model was created to establish scores per outlet based on existing volumes by category range and the potential based on their environment customer segment.

This insight was then used to size the consumer footfall and consumption opportunity by existing outlets and map hotspot areas of stores that could potentially stock Innocent products.

A scoring methodology was used to create a list of both existing and prospect outlets for Innocent ranked by the size of opportunity.

Result

S2 was able to provide an overview of existing Innocent customers by channel and the insight to provide a much greater understanding of which outlets have the potential to grow the Innocent range.

Utilising our Map2Stats data mapping, reporting and analysis software, we were able to provide visual representation of their store coverage which matched against the consumer profile of their potential customer base by channel and also highlighted key geographical areas with low or no existing coverage.

Innocent now use this insight to drive their category management, product ranging, sales territory planning and market penetration strategy.