1

There was an inflection point for CPG companies, labor shortage means more inventory holding power of fast
A welcome beginning in March of 2020. However, we had no idea selling items is needed, but not at the expense of category
how big future changes to the retail landscape would be variety. Shoppers have reengaged with brick and mortar across
from Peter for consumer-packaged goods companies. all generations since the pandemic. But now they

Conti. As the world dealt with a pandemic, CPG companies

demand a better experience which means higher in-stock rates
and the opportunity to discover new things in the
were selling products as quickly as they were produced.
categories they shop.
Our industry is never short of challenges, only now they
are more complex and more is at stake. This guide helps you understand the intricacies of assortment
and merchandising under the current market conditions.
The shelf is under more pressure than it was five years
Most importantly, you are not alone, and it is NIQ’s mission to
ago. Not only does it have to support normal retail traffic,
educate our clients, create efficiencies, and offer analytic
growth in online sales, curbside delivery, and a retail
solutions that lead to actionable insights and profitable growth.

Peter Conti
SVP, NA Intelligent Analytics

2
Table of Contents 04 Introduction

06 Leveraging data for assortment optimization

15 Promotions and merchandising excellence

through data

17 New product innovation

18 Industry trends shaping merchandising and

assortment

21 Conclusion

22 Contacts

Click on the
contents to
navigate

3
Manufacturers
and retailers
are facing new Six seconds. That’s how long retailers have to make a sale in-store...
challenges at and
away from shelf.
Here’s how innovative Six seconds.1 That’s how long retailers experiences, inflation is causing Less shelf space means stiffer
merchandising and have to make a sale in-store for a given customers to rethink what brands they competition to get and maintain
product. Such short customer attention spend on, and shelf space is shrinking. product placement, especially at a
assortment strategies spans demand efficient merchandising
The lack of shelf space is of particular
time when private label brands
at shelf coupled with the right assort- continue to grow and put pressure on
can help them respond ment to drive shopper conversion to
concern. According to Advantage
pricing and brand loyalty. More than ever,
Solutions, almost 40% of retailers plan
to new trends that are purchase.
to reduce SKUs in the next 12 months.
manufacturers need to demonstrate to
retailers the value and relevance of their
disrupting business as Unfortunately, attention spans are Of those retailers, nearly half say they’ll
products.
only one of the challenges in this do so to simplify shelves.2 Shrinking
usual. rapidly evolving omnichannel retail shelf space is a product of shrinking
1
“Conquering the Retail Shelf: New Omnichannel Strategies That Win,” NIQ,
February 16, 2024, https://nielseniq.com/global/en/insights/analysis/2024/

environment. Three other issues are stores, with square footage down conquering-the-retail-shelf-new-omnichannel-strategies-that-win/
2
“Advantage Outlook: Manufacturer & Retailer Outlook,” Advantage Solutions,

testing manufacturers: customers are across supercenters, supermarkets, October 2023, https://advantagesolutions.net/advantageoutlook-q3-2023/
3
“Conquering the Retail Shelf: New Omnichannel Strategies That Win,” NIQ,
looking for more personalized shopping dollar stores, and drug stores.3 February 16, 2024, https://nielseniq.com/global/en/insights/analysis/2024/
conquering-the-retail-shelf-new-omnichannel-strategies-that-win/
4
 MsMsnugsvyt s

Data is the key to While a brand’s in-store and online retail

merchandising strategies are bound
E-commerce
addressing these to differ, the omnichannel marketplace accounts for
challenges
15.6%
demands that they work in conjunction
with one another. E-commerce plays a
Data unlocks shopper-centric significant role in overall sales for many
assortments, pack sizes, and retailers, accounting for 15.6% of total
optimization strategies for U.S. sales.4 For this reason, of total U.S.
sales
merchandising and promotions. manufacturers need to adopt an
It allows manufacturers to understand omnichannel approach that addresses
customer behaviors and needs at a retailer needs across different
granular level so they can deliver the platforms.
right product in the right stores and to
the right shoppers. Manufacturers have the best chance
of success when they foster open
communication with retailers. By Manufacturers need to adopt
collaborating closely and sharing an omnichannel approach that
data, both parties can fuel innovation addresses retailer needs across
and enhance the overall shopper different platforms.
experience.
4
“Quarterly Retail E-Commerce Sales,” United States Census Bureau,
February 20, 2024, https://www.census.gov/retail/ecommerce.html

5
 What does today’s shelf look like? Prior to 2020, the shelf supported retail traffic, feature promotions, and additional
Leveraging data inventory for displays. Today, the shelf supports three additional functions:

for assortment 1 Online order fulfillment 2 Personal shoppers 3 Extra inventory to overcome
retail labor shortages
optimization The growth of e-commerce has led to retailers
treating their stores as micro-fulfillment centers.
Personal shoppers took off during the
pandemic, so much so that some stores Staffing continues to strain retailers.
Rather than stand up more distribution centers, have developed their own shopper program To make up for the labor shortage, many
staff pick and pack orders directly from store with store-to-home delivery. A shopper stores are maintaining higher inventory
shelves. This not only saves time and money for program is a valuable service for busy levels on the shelf for high sales velocity
the retailer but also allows them to reduce consumers that arranges for dedicated items. More product allows stores to meet
shipping times for customers. shoppers to pick products based on fluctuating demand and reduce restocks.
customer selections and preferences.

How does data help manufacturers compete? In a fiercely competitive retail landscape, data is a powerful tool that
positions manufacturers for success. It provides valuable insights into consumer behaviors and uncovers market trends and
new ways to differentiate from competitors.

Identify whitespace Predict product obsolescence Satisfy T&D customer

opportunities Real-time data helps manufacturers support considerations
Insightful category analysis can surface new understand market dynamics so they can
After-sales service, product durability,
areas for growth within manufacturer anticipate a product’s decline. By forecasting
and product warranties are essential
portfolios. This data is especially critical product timelines, brands can pivot quickly
considerations for Technology & Durables
when shelf space is limited in existing with a new offering. Obsolescence is a critical
(T&D) manufacturers. Data analytics can
categories. factor in the Tech & Durable (T&D) space,
assist in predicting failure rates, optimizing
where product innovations create shorter
service logistics, and enhancing customer
product lifecycles than are seen in most CPG
satisfaction with personalized support.
categories.
6
NIQ Data As a manufacturer, optimizing
assortments and merchandising
NIQ Shelf Architect provides the insights you need to answer the
questions that:
Solutions decisions requires robust data and
modeling capabilities that allow you
Grow your category and brand Optimize distribution
to simulate the impact of decisions.
How can I demonstrate best- What is the right mix of items and
NIQ Shelf Architect, an end-to-end in-category approach during a facings in Retailer X?
assortment and merchandising line review?
solution with always-on analytics, How do I remix my portfolio
enables you to visualize your data- Which of my items is creating the through distribution to create
driven assortment and space strategy most incremental volume for my more opportunity?
within an intuitive interface. With brand and category?
its focus on in-store performance How can I demonstrate how
optimization, it’s a tool that’s helping Where does the competition have swapping items will create more
manufacturers understand the store strong incrementality that I don’t, sales opportunities
like never before. as a potential innovation
How can I defend my portfolio
opportunity?
from delisting?
Which of my items not currently
How can I capitalize on weaker
in this Retailer can I introduce to
competitive items to grow my
generate more growth?
presence?
How can I target competitor
items?

7
 Recommended Action

Creamer
Brand 100.00%

Dairy Food
Brand A 100.00%

Dairy Food
Brand B 100.00%

NIQ Data NIQ Shelf Architect is a true end-to-end solution.

Plant-Based
100.00%

Solutions
Dairy Alternate

1 Identify pocket of growth for

2 Identify assortment
3 Assess your assortment with
Ice Cream
Brand A 100.00%

the category and areas of risk opportunities and compare 5 key performance indicators
Dairy Food
Brand C them to competitors
27.27% 63.64% 9.09%

Item share vs
Ice Cream
Brand B
Recommended Action

100.00% key competitors

Rationalize
Creamer
100.00%

Develop
Brand

Dairy Food
Brand A 100.00%

Core
Dairy Food
100.00%
Add Expand Maintain Trim Items
items
Brand B

share at risk
Plant-Based
Dairy Alternate 100.00%

Ice Cream
Brand A 100.00%

Dairy Food
Brand C 27.27% 63.64% 9.09%

Squeeze Nurture Ice Cream

Brand B
100.00%

Add Expand Maintain Trim

Expansion Market
Opportunities Opportunities

Shelf Architect

4 Simulate hypotheses to quantify

growth recommendations
5 Ensure facings match consumer
demand with auto-generated 6 Post reset, understand recent
innovation incrementality with Global
POG visuals Innovation Incrementality Tracker

Brand 1

FPO
Brand
Brand 1 1

8
Shopper-Centric Getting the right product to the
right channel is table stakes for
demographics, and contextual cues
like location and time of day allow for
assortments might reflect boomer
needs with more frozen and canned
Assortment sales success. With evolving market hyper-personalization. This approach foods that don’t waste. In higher-

Planning demands, manufacturers must turn

to data to keep up. Data on consumer
aims to anticipate shopper needs and
deliver a cohesive experience across all
income areas, boomer spending
may be more driven by lifestyle (e.g.,
preferences and buying patterns can channels, including store websites and convenience, ethics). Taking into
help tailor product assortments to apps, social media, and physical stores. account these generational behaviors
align with market demand. Leveraging will help you create a successful
data can also help you achieve specific Consumer demographics, assortment plan.
goals like attracting new shoppers, especially around age,
converting existing shoppers, driving play an important role in
greater market penetration, and assortment planning.
boosting sales at the store level.
While Gen Z expects hyper-
Personalized assortment strategies
personalization, individuals in this
can take things a step further … if you
group don’t have the same spending
have the right data. The omnichannel
power as those in older generations.
shopper experience is growing
Boomers are one of the largest and
among retailers and paves the way
wealthiest generations. However, many
for digital personalization that goes
are now retired and living on fixed
beyond just past purchases. Insights
incomes. For retailers putting smaller
into individual shopper preferences,
format stores in suburban areas,
wish lists, browsing behaviors,
9
Engage Retailers When good consumer response is not
enough to get retailers to stock your
with Confidence product, data can help sellers better
understand the landscape, identify
Let’s examine how opportunities at shelf, and illustrate the
benefit of existing distribution.
one of our NIQ The following example showcases
clients leveraged how data can provide a competitive
advantage and highlights the
data in assortment importance of customized studies.
planning. By partnering with us, our client was
able to provide retailers with answers
to key questions like:

How do customers shop

this aisle?
Where is oversaturation
within the aisle creating
space for new items?
What are the velocities
of my items on shelf?
10
Dairy Alamance Foods is a dairy company
known for inventing the aerosol delivery
as well as segments that could support
additional variety.
Using NIQ’s solutions to support its
category innovation, Alamance gained
Manufacturer system, which is now used worldwide in
Equipped with this information, Alamance
insights that increased credibility

Looks to Innovate whipped cream products. The company

faced some pushback as it looked to
leveraged NIQ’s Advanced Analytics
with retailers and helped position the
manufacturer as a category driver.
solutions to assess risk factors and create
innovate again with a new category of
sales forecasts – essential data points to The company successfully gained
aerosol-delivered products. Consumers
include in retailer discussions. distribution for its new products and is
showed interest, but retailers, as is often
positioned to build its category sales.5
the case, needed convincing.

The first step in our partnership was to Assortment Incremental Impact by Category

help Alamance better understand the $ 120 CATEGORY E

market landscape. A market structure CATEGORY A CATEGORY C

Sales value per shop-week

analysis of the non-drinkable dairy $ 80 CATEGORY B By modeling specific
categories we see
category identified how consumers were CATEGORY D
that Category D
shopping the aisles the company was $ 40 Food can support
considering for merchandising. CATEGORY H
CATEGORY F
additional item variety.
CATEGORY G
Next, Alamance assessed segments $0
-$ 15 -$ 5 $0 $5 $ 10 $ 15 $ 20 $ 25 $ 30 $ 35
-$ 10
of the category using NIQ Assortment Incremental sales value from add +1 item

and Event Impact solutions. Analytics

identified bloated segments that could be 5
“Case Study: Enhancing Innovation and Retail Relationships with Advanced Analytics,” NIQ, February 8, 2024, https://nielseniq.com/global/en/insights/success-
story/2024/case-study-enhancing-innovation-and-retail-relationships-with-advanced-analytics/

streamlined to free up more shelf space

11
The Impact Key Takeaways “NIQ’s assortment analysis saved
time and resources by helping
me focus on the right retailers
Enabled focused Provided intel and channels for product
targeting for regions on ideal product mix innovation. The analysis not only
and demographics added credibility but also helped
architecture, and
retailers feel like they were taking
promotions​
less of a risk on a new category
innovation. So much so that we
Proven lift in test Pivoted from rolled out nationwide with a key
stores supported aggressive selling
customer.”
retailer expansion to data-driven
conversations Mohan Valluri - Vice President,
Sales, at Alamance Foods

Strategically Shortened time To learn more, see

positioned by to market for new the full Alamance Foods
understanding where offerings case study here.
the category is heading

12
Six Optimal Pack 6
Size Strategies Map pack sizes Consider heavy Look for size Identify sizes Think about the Strategize
to consumer size anchoring gaps in your that open up impact of trade around
Data-driven insights are essential usage within the portfolio new distribution promotions generational
occasions category opportunities buying behaviors
when it comes to determining the
most effective pack sizes based
on consumer preferences, cost Do buyers Are customers Consider Would offering Will category Parents may be
considerations, and market trends. consume your used to set sizes demand trends a new pack size and portfolio willing to buy in
Any pack size evaluation must also product in large in the category? and consumer allow you to promotions larger quantities
triangulate a brand’s position, the groups at social If so, introducing preferences that move into a new disrupt the to save both
features and benefits of the product, events and as something new could influence channel (e.g., go-to-market money and an
and key competitor pack sizes. individuals? If may be more future size convenience plans? Do your extra shopping
yes, create difficult. It’s requirements. stores, clubs)? pack sizes align trip that month.
Keep in mind that consumers are different pack crucial to include Strategically with retailer In contrast,
looking for a pack size with enough sizes to address consumer frame introducing promotional retirees may
product to fulfill the primary use for these different of reference in relevant pack plans and have have limited
the product. At the same time, they usages. the decision- sizes for each the right profit budgets and
need to see that there is a financial making process. channel opens margins for no space to
benefit to buying larger packs. up avenues for long-term store a bulk
This requires alignment between growth. profitability? product.
customer value and profitability.

$
13
Private Label Inflation has contributed to a recent
surge in private label products, or
by offering health-focused alternatives
to popular snacks in order to capitalize
Not all categories are equal when
it comes to the private label. For
Competition store brands. Many of these private on the booming health and wellness example, T&D does not experience the
label items offer the same or premium sector.⁶ same impacts of private labels as CPG
quality at a lower cost. Out of necessity, does, but it has its own challenges.
One tactic employed by private brands
customers are cutting back on the Pricing strategies by premium brands
is to nest their products next to leading
number of brand names they buy and can allow competitors to gain market
national branded products. These
economizing with private label brands. share at a more affordable price point.
brands not only compete on price, but
And when it comes to pharmacy,
Retailers are also expanding private many also offer unique formulations
particularly with over-the-counter
label offerings to differentiate and innovations while delivering a high-
medicines, private label products have
themselves from competitors and quality product. Store brands leverage
a significant share of the category –
increase customer loyalty. Stores with the retailer’s existing relationship with
and can even be the largest brand
54% 52% strong reputations can leverage their
existing relationships with consumers
the customer, where manufacturers
within a category.
of shoppers of shoppers say a must establish a direct relationship
plan to buy retailer’s brands
“much more” are either “very to increase private label sales. Higher with each shopper. But this is where As the market increasingly shifts
or “somewhat important” or
more” private “extremely profit margins and more control over national brands have an advantage. toward value-driven purchasing and
label brands in important” when
the future.7 choosing where pricing also make private label options Unlike private label, which can vary a growing preference for private
to shop. 8
incredibly attractive for retailers’ in quality and/or taste from retailer to label brands, a manufacturers’ best
6
Douglas Moran, Catherine, “4 Ways Retailers Are Boosting Their Private Brands,”
Grocery Dive, August 15, 2022, https://www.grocerydive.com/news/4-ways-
bottom lines. In some cases, retailers retailer, national brands maintain their line of defense is good data. Market
retailers-are-boosting-private-brands/628701/
7
Ryan, Tom, “Are Private-Label Food Offerings Bound to Keep Growing?” are bringing new innovation to market quality and taste profiles irrespective analytics can help brands adjust their
RetailWire, October 31, 2023, https://retailwire.com/discussion/are-private-
label-food-offerings-bound-to-keep-growing/ through their owned brands based on of the retailer. messaging, pricing, and product mix
8
Escobar, Sabrina, “Inflation Is Rocket Fuel for Private-Label Brands. These
Stocks Could Benefit.” Barron’s, October 16, 2022, https://www.barrons.com/ the latest consumer trends, such as to stay competitive on shelf.
articles/inflation-retail-private-label-costco-target-walmart-51664933614
14
 In-store performance which affect T&D more than CPG. Product placement is an area where

Promotions and optimization Manufacturers need the relevant

data to adapt in both the short- and
strong relationships with retailers can
have enormous benefits. Strategic
merchandising Do you understand the store? longer-term. For instance, if a product collaboration between manufacturers

excellence Manufacturers need a deep goes viral unexpectedly thanks to

social media influencers, a brand
and retailers ultimately creates the best
shopping experience for consumers.
understanding of in-store performance
through data to optimize shelf placement can meet the surge in demand with Equipped with data, you can advocate
and enhance product visibility. additional shelf space. Or, if a new for prime placement by modeling the
Going beyond conventional retail health and wellness trend emerges, impact on sales and profitability.
measurement is particularly important manufacturers can introduce products
in the current environment where that capitalize on growing consumer
retailers are trying to bring prices interest.
down. Without the pricing lever, brands
Ideal product placement
must look for other levers of growth.
Deciding where to feature products
Can you adapt fast enough? within a retail store requires a deep
Dynamic in-store merchandising understanding of shopper behavior,
strategies based on real-time data traffic flow, and store design. Data
can help brands adapt to changing analytics can help pinpoint prime
consumer preferences. T&D brands locations within retail spaces to
also have to keep a steady pulse on increase visibility and sales.
emerging trends and seasonality,
15
 Pricing and promotion insights marketing campaigns that resonate to promotions. Achieving this requires
with the right audiences. With more critical decision-makers on the
Consumers are spending shoppers now pre-shopping with manufacturer and retail side to work
36% more in the past three lists, circulars, and retailer websites, together. To understand what that
multimedia out-of-store promotions collaborative relationship should look
years due to inflation.9
are also playing an essential role in an like and what strategies are working
They’ve seen prices rise as sourcing, overall strategy. today, see our Ultimate Guide to Pricing
labor, and transportation costs have and Promotion.
We’ve found that success comes
risen for manufacturers.
when brands tie pricing more closely

$
Data-driven pricing and promotion
strategies enable manufacturers to
stay competitive while maximizing
profitability. Naturally, there will be
some variation in strategy between
CPG and T&D categories. Brand loyalty
and promotional activities play a role
in pricing dynamics for CPG, whereas
T&D customers are often more
sensitive to price for perceived value,
especially for premium offerings.

When planning promotions, historical

9
Allison, Carman, “Combat Rising Consumer Recession Sensitivity Score with NIQ’s Levers for Growth,” NIQ, June 28, 2023, https://nielseniq.com/global/en/insights/
performance data can inform effective commentary/2023/q1-2023-consumer-recession-sensitivity-score/
16
 Data-driven R&D manufacturers can adjust as they retailer hesitation and create a path

New product
Product innovation can drive growth go. As seen earlier in the Alamance forward to mass adoption of new
and create meaningful customer case study, the right data can back up innovations.
innovation engagement. Data analytics should the messaging needed to overcome
inform research and development as
you explore new product types and
categories. It can identify gaps in the
market, uncover what customers value
most, and predict upcoming trends.
These findings can help you better
align new products to the market’s
needs.

Launch strategies
Just as data helps refine product
development, it can help create
effective launch strategies. From timing
to marketing and distribution, data is
vital for the successful introduction of
new products into the market.

A good dataset includes consumer

feedback and market trends so that
17
 E-commerce transformation Trends
Industry trends As the percent of total U.S. e-commerce
1 Personalization
we are
watching
shaping
sales grows, so does the impact of
technology and trends in the space.
merchandising Customers expect an engaging Customers crave personalization, What about private
experience with dynamic content, especially within younger
and assortment rich media, and personalization. Gen generations. Fortunately, online
label brands?
shopping often identifies the
Z has inspired a culture of always-on The balancing act between
shopper through a customer
retail and is driving the growth of social private label and national brands
account or other targeting method,
can take time for retailers to get
commerce.10 Data plays an essential making it easier for retailers to
right. Personalizing products that
role in helping manufacturers navigate present the products that matter
matter most based on customer
and capitalize on the changes in this most to a customer.
preferences and past purchases,
space. regardless of brand, builds trust
Retailers typically use a
and helps to ensure a repeat
10
Aronson, Genevieve, “7 Ways Gen Z Is Reshaping the Future of Shopping combination of past purchase
in 2023,” NIQ, January 18, 2023, https://nielseniq.com/global/en/insights/ purchase. The customer feels
commentary/2023/7-ways-gen-z-is-reshaping-the-future-of-shopping- behavior and purchase behavior-
in-2023/ like their preferences are seen
based segmentation when
and understood. For shoppers
selecting which products to
who favor private label brands,
feature. For the customer, these
you may need to get creative with
personalized recommendations
your product’s marketing and
cut down on the time spent
promotion strategy to convert
searching the site or app.
this consumer.

18
 2 Retail media revenue 3 Personalized digital coupons

When it comes to today’s customer experience to help shoppers How do retailers use the
get what they want faster and easier.
retail media landscape, coupon fees?
retailers are garnering
What data is needed? Retailers with private label
~70% to 90% margins from brands sometimes use a portion
Customer-level modeling is required
ad revenue (vs. 3% to 4% to obtain the granular data needed of their digital coupon fees
for a successful retail media program. to fund points or discounts
retail profit margins).17
For example, if the retailer knows a on their products. This extra
Retailers are feeling more pressure customer is short on time, they can funding source allows retailers
than ever to monetize the location present SKUs that map to said to prioritize and extend offers
placements of products in their customer’s lifestyle (e.g., prepared on the products that matter
online stores. Today, retailers meals like pre-packaged salads or Presenting a coupon to customers most to their consumer.
are not only selling product meal kits). who’ve shown an affinity for your Something like this may occur
placement ads (i.e., display) but product or category is a targeted on digital shelves in the future,
also monetizing e-commerce promotional approach fueled by but we have yet to see it.
search results. Retailers have an data. For national brands, pay-to-
opportunity to bring together these play loyalty programs can be a
retail media placements and the worthwhile investment. In addition
to driving sales, they can deepen
“How Retail Media is Reshaping Retail”, March 28, 2022, BCG,
the relationship with the shopper.
17

https://www.bcg.com/publications/2022/how-media-is-shaping-
retail

19
4 Sustainability and ethical consumerism

However, this trend appears to Data analytics can fill in these to shoppers. Our research shows
be reversing as inflation cools. knowledge gaps, setting that responsible sourcing and
Consumers are once again manufacturers up to invest in sustainable packaging are most
prioritizing sustainable brands. the sustainability initiatives that important to consumers. More
are good for the environment specifically, “local sourcing” is one
No matter where you are on your and their bottom line. of the top five claims consumers
sustainability journey, leveraging say is most important because they
data can help you catch up to and Sustainability is another recognize it reduces a product’s
stay ahead of the eco-friendly area where generational carbon footprint.12
trends that matter most to today’s demographics are critical. For
ethically minded consumers. Gen Zers, sustainability is a key As the impact of climate change
In the past few years, lingering
First, you’ll want to understand driver in purchase decisions. increases, we predict that
supply chain issues and rising
the key sustainability attributes Activism is important to them, sustainability and ethical
prices have forced consumers
that consumers are prioritizing. and they are not afraid to bail on consumerism will continue to
to make some tough choices.
Next, you’ll want to find out where brands or retailers that don’t live influence shopper behaviors.
Faced with their preferred
consumers are buying eco- up to their ideals.11 Aligning assortments to customer
products becoming expensive
conscious products. Are they preferences will lead to long-term
or scarce, they have had little
shopping online or in person? Do Sustainability has many facets success and a positive brand image.
choice but to either pull back
they prefer to buy certain types so it can help to pay particular
11
Aronson, Genevieve, “7 ways Gen Z is reshaping the future of
spending on an item or switch shopping in 2023,” January 18, 2023, https://nielseniq.com/global/
of products at specialty stores? attention to what matters most en/insights/commentary/2023/7-ways-gen-z-is-reshaping-the-
brands. future-of-shopping-in-2023/
12
NIQ proprietary data

20
Three Benefits of
Investing in Data
Optimize value Make
Get products
and profitability merchandising
on the shelf
a win-win-win
The right product 70% of shoppers will try a
assortment is the way new brand if they perceive Collaboration with retailers
to win on the shelf as it’s a better value for the helps both parties achieve
competition for limited money. By looking at price, their goals while meeting
space heats up. pack size, and consumer customer needs.
preferences, brands can
deliver the right value
for shoppers.13

The evolution of retail presents to meet changing consumer habits and needs and address them in a way
unique challenges for you as a demands. that also maximizes profit. When both
manufacturer. Retailers are one of manufacturer and retailer are able to
Innovation is often born out of
your greatest assets in navigating keep the customer front and center
necessity. And the innovations that
this new environment. Your combined in decision-making, the best possible
resonate the most tend to originate
data has the power to provide better outcomes are within reach.
from meeting customer needs. Data
forecasts and inform strategic pivots
allows manufacturers to identify those
Nielsen Global Consumer Loyalty Survey (Q1, 2019) NIQ proprietary data
13

21
 The right merchandising and Our manufacturing clients take
Conclusion assortment strategies are critical for optimization a step further with
keeping up with and capitalizing
on consumer trends. Even more
NIQ Store Execution Segmentation. fact:
It helps analyze store-level sales data,
importantly, these strategies can track custom store segments over

80%
function as levers for growth. With time, and test hypotheses by focusing
shelf space continuing to shrink and on the right store groups.
price pressure sticking around for the
near term, it is essential to cultivate NIQ streamlines merchandising
other ways to grow. and assortment decisions. Our
data and platforms give you the
Did you know that 80% of volume is granularity needed to build brand of volume
driven by product being available on
shelf?14 That’s why having the right
loyalty and stay ahead of the
is driven by
competition. By leveraging data
product
Identify 8%
analytics to help increase your share analytics to identify market growth
of shelf is so valuable. Rather than drivers and collaborate with being on
more category assuming all stores and regions act retailers, manufacturers are driving
shelf 16
opportunity similarly, NIQ’s Shelf Architect uses more successful outcomes.
a store-level model that helps identify 14,15,16
NIQ proprietary data

8% more category opportunity.15 That

8% represents hundreds of millions –
or even billions – of dollars for a large
retailer.
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Contact our experts
to help you identify
opportunities to Peter Conti Jacqueline Joseph
optimize in-store SVP, NA Intelligent Analytics VP, Advanced Analytics
Peter.Conti@nielseniq.com Jacqueline.Joseph@nielseniq.com
performance,
maximize efficiencies
and drive profitable
growth. ​ ​​

Erica Harrison
VP, Advanced Analytics
Erica.Harrison@nielseniq.com

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© 2024 Nielsen Consumer LLC. All rights reserved.

About NIQ
NIQ, the world’s leading consumer intelligence company, reveals new pathways to
growth for retailers and consumer goods manufacturers. With operations in more
than 100 countries, NIQ delivers the most complete and clear understanding of
consumer buying behavior through an advanced business intelligence platform
with integrated predictive analytics. NIQ delivers the Full View.

NIQ was founded in 1923 and is an Advent International portfolio

company. For more information, visit NIQ.com

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