Here’s How Essity Increased Brand Loyalty as well as Decreased Exit
Here’s How Essity Increased Brand Loyalty as well as Decreased Exit
Tailored shift-in-sales analyses supported Essity in increasing their brand loyalty and retention rate.
Essity’s Libero is one of the leading brands in the diaper market. However, the diaper category is particularly unique as a single shopper’s life cycle is limited. The possibilities for increasing penetration or shopping frequency among consumers is different than other categories. Therefore, increasing customer retention and acquiring new households plays an even more significant role in the business.
Shoppers shift their shopping behaviour between sub-segments due to their needs naturally changing over time within the diaper category. As the market leader in Finland, the Libero brand faces different key competitors challenging them in different phases of the consumer’s journey.
There are a few key benefits to doing a shift-in-sales analysis, such as:
• Insights on optimizing & developing brand portfolio by quantifying shopper retention: loyal - new - unloyal – exit/churn.
• Identify critical product groups or sub-segments: how much shopper spend is leaving your products and what are they switching to.
• Identify key competitors in different product segments, and evaluation of their future risk for own sales: how much sales is transitioning to the competitions partly or completely.
• Cross-shopping behaviour and trends between brands
Essity is a leading global hygiene and health company, offering products and services that make a difference every day in people’s lives. Some of their well known brands offered across the Nordics include Tork, Libero, Edet, Lotus, Libresse, Tena, Leukoplast, Jobst, Delta-Cast, and Cutimed.