Sinebrychoff partnered with Nepa to decode the shopper journey, driving data-driven brand and marketing strategies.
THE OVERVIEW
Sinebrychoff
CLIENT
Sinebrychoff
Sinebrychoff
Year
1819
1819
Industry
Beverage & Brewing
Beverage & Brewing
SOLUTIONS
Shopper Journey Analysis
Trade Marketing & Retail Strategy
Consumer Insights & Brand Development
Shopper Journey Analysis
Trade Marketing & Retail Strategy
Consumer Insights & Brand Development
Sinebrychoff, founded in 1819 in Helsinki, is Finland’s largest brewery and part of the Carlsberg Group. Producing award-winning beers, ciders, and soft drinks, including Coca-Cola and Powerade, the company leads the beverage industry with a strong focus on brand development and consumer insights.
THE CHALLENGE
Mapping the Shopper Journey for Strategic Growth
Understanding Sales Drivers
Sinebrychoff aimed to uncover the key factors influencing consumer brand and store choices. By analyzing the entire Shopper Journey, the study explored purchase motivations from decision-making to in-store behavior.
Identifying Key Touchpoints
To optimize sales, it was crucial to understand which in-store interactions had the greatest impact. The study also distinguished between considered and impulsive purchases to refine marketing strategies.
Company-Wide Integration
The insights needed to be actionable across all departments. Nepa facilitated workshops with Insights, Brand & Marketing, and Accounts teams to ensure alignment with business objectives.
Data-Driven Strategy
By leveraging Nepa’s research, Sinebrychoff gained valuable insights to enhance messaging, strengthen retail partnerships, and refine trade marketing strategies for sustained growth.
The Approach
We convert data into opportunities for growth
Marketing is an investment
Many brands are seeing budget cuts. But focusing only on short-term goals means you can miss the contribution of long-term brand building to growth. To demonstrate the ROI of your marketing you need a team that is experienced in linking your brand KPIs to your company’s financial performance, over time. We help you make those connections, which are essential for making marketing decisions that drive growth.
Ensure brand relevance
As technologies, trends, and industries shift, so do your customers. You need to keep on the pulse of people’s perceptions and behaviours by understanding how your brand is used, its personality, and how your communications are working in order to make adjustments over time.
Select the right channels
Assessing the strength of each individual media channel helps you to focus on the right investments. But most media measurement does not integrate and evaluate all the different channels now available. Our Media Mix Modelling assesses the ROI of all media investments including social, allowing brands to make decisions around budgets for every media, execution, campaign duration, and creative.
Increase market share
There are several ways to increase market share. Sell more to existing customers. Expand your customer base. Sell through new channels. However, in order to choose the right option, you need to understand your potential customer base.
Our Market Segmentation gives you clear, useful information on both current and potential customers. It splits people into different groups based on needs and values, offering insights on how to grow your brand in these different markets.
Measure your performance
As media changes, so do people and their behaviour. To improve performance, you need to evaluate and evolve your campaigns constantly, so that you can make and measure adjustments over time. We help you find the right mix of channels, messaging, creative, and format to increase your impact and ROI.
THE RESULT
Enhancing retail strategy with shopper insights
Nepa’s in-depth analysis helped Sinebrychoff gain a deeper understanding of consumer decision-making. These insights enabled them to refine messaging across the shopper journey. The study also strengthened their retail partnerships and trade marketing efforts.
50+
Markets researched globally
300+
Blue chip clients worked with annually
7,500+
Brands and campaigns tracked daily
A quantitative study was launched by Nepa to unravel Sinebrychoff’s Shopper Journeys in seven key categories. It covered the whole purchase cycle, from decision making and consideration, to point-of-purchase and post-purchase questions. However, the insights did not stop there.
In parallel with the on-going project work, Nepa and Sinebrychoff worked together to further enrich the findings and make the most of the data collected. As a result of this iterative approach, a series of more in-depth analyses were created focusing on specific segments, competitors, and retailers.
This Shopper Journey collaboration has not only given them the insights needed to improve their messaging all the way along the consumer journey, but it has also added great value to their retail chain partnerships. The data will be used widely in trade marketing and customer work.
CASE STUDIES
Advancing together strongly
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Transform data into Business success
Turn complex data into clear, actionable strategies that drive
business growth and customer satisfaction.
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