What to do when lacking Consos KPIs?

For large consumer brands today, some market data is over-documented while others remain true black boxes: this is the case for so-called "out-of-home" consumption.

"Out-of-home" or "out-of-household" refers to distribution channels that include: collective catering, fast food, restaurants, bars, nightclubs, but also cinemas, gas stations, convenience stores, etc.

Today, it is relatively easy for a brand to analyze its sales in supermarkets (large and medium-sized retail). Most chains make detailed sales data available by product reference and by point of sale. This is a gold mine for brands, allowing them to analyze their sales in these stores very precisely:

• the success of one product over another,
• the impact of a promotional campaign,
• their performance compared to a competitor or their category,
• the seasonality of their sales,
• etc.

Brands can therefore make strategic decisions based on very precise real data.

In contrast, the distribution of "out-of-home" products remains very difficult to measure for brands, as these points of sale are rarely operated on a large scale and the collection of sales data is nearly impossible. We can partially capture this data via the checkout data from "wholesale" stores (Promocash, Metro), but the distribution that occurs afterward remains a black box.

These channels represent significant outlets for certain segments of the consumer goods market: non-alcoholic beverages, snacks, spirits, etc.

One way to bypass this lack of data is to gather consumer data, which means precisely questioning consumers to understand their purchasing and consumption habits in these channels.

Thus, DataLift used Episto technology to capture, through a quantitative study, consumption practices in these specific channels.

In this study, we discover:

• the most frequented out-of-home purchase locations
• the out-of-home purchase locations that convert the most (purchase vs. footfall)
• out-of-home penetration vs. supermarkets for the top 10 brands
• and many other insights...

To access it, contact DataLift and receive the complete study results for free!