November 1, 2016
A large national retailer in the food and beverage industry was riding high last year. Sales were up, the brand was healthy, consumers were immersed in the experience. Years of hard work had put the brand on the top of the heap in their category.
But then they noticed that sales of certain beverages had started flat lining. They couldn’t quite figure out why. Nothing in their formulas had changed. Customers weren’t indicating why they were switching drinks or passing on the drinks when they ordered. What was the brand to do?
They turned to online conversations and posed the question, “Are sales for these drinks flat lining because of a consumer shift or something else?” Consumers would likely tip their hand if it was the former. If the research was inconclusive, it wasn’t likely because of a consumer need, but something else.
The conversation research for the brand turned over an insight that explained it. The brand’s customers were becoming increasingly concerned about the sugar content of the drinks in question. They were interested in more healthy options.
So the brand formulated a new line of fruit-based, all-natural drinks just in time for spring.
The sugary drink sales stayed flat while the new line took off, exceeding expectations and satisfying customers.
So yes. Conversation research can tell you why sales are down. It may also tell you how to make them go the other direction.
Call us to see how conversation research can help your brand.