We showed that the trial size of a Haircare brand accounted for one-third of First Purchases, despite being just 5% of brand value.

 

The pack came under pressure from a major retailer in a range review. By showing that the trial size also gained new buyers for the retailer the listing was saved, and the pack was given better visibility on shelf.

We showed that price promotions of larger wash sizes of a Detergents brand are mainly bought by existing buyers, but price promotions of smaller wash sizes drive First Purchases.

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By running a price promotion on a small wash size the brand doubled its average number of First Purchases in a month, which led to an increase in sales and a 1 share point gain over the next 6 months.

We showed that short-term distribution in a retailer gives a brand a surge of First Purchases which leads to a number of repeat purchases in other retailers.

 

By securing a short-term listing in a major drugstore a Deodorants brand drove an immediate lift in brand share which lasted for 18 months after the listing.

We showed that sales of premium Ice Cream brands in Discounters included a very high proportion of First Purchases and did not cannibalise sales from other channels.

This convinced a brand – which had previously resisted – to gain a listing in a major discounter.

We showed that grocery.com delivered a low rate of First Purchases compared to bricks and mortar stores.

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This convinced our client to shift the balance of their Retail Media spend away from e-com towards instore, with a particular focus on secondary display which was shown to deliver a high rate of First Purchase.