Founded in 1819 in Helsinki, Sinebrychoff is Finland’s largest brewery. Alongside producing their award-winning beers, ciders, long drinks and energy drinks, the company owns the licence for manufacturing several global soft-drinks, such as Coca-Cola, Powerade, and Schweppes. Sinebrychoff is part of the international Carlsberg group.
Sinebrychoff’s focus goal for year 2023 was to understand the complete shopper journey and Nepa was chosen to conduct the work. A deep-dive into the 5W’s – who, what, where, why, and when – by shopper insights experts Nepa has given Sinebrychoff the data they need to fine tune their collaboration with creative agencies and provide a valuable input to fuel their future brand developments.
“Nepa’s solution was chosen due to its holistic approach, giving us ability to utilize the project in brand & marketing planning towards retail customers as well as agency partners.”
— Riikka Tommila, Insight Manager, Sinebrychoff
It was important to Sinebrychoff to understand all of the drivers throughout the sales process. These questions started at the beginning – why consumers chose which specific brands to purchase and stores to purchase from – and followed the Shopper Journey all the way down to which in-store touch points were the most important to drive sales, and whether these purchases were considered or impulsive.
It was also important that the results could be used by all departments across the business. Nepa held several workshops with the company’s Insights, Brand & Marketing, and Accounts teams to ensure that all key business needs were going to be met by the study.
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.
“Shopper Journeys is our core theme for 2023 as the insights gathered can be used at all levels, from strategic planning to tactical activities”, says Riikka Tommila, Insight Manager, Sinebrychoff.
Who, what, where, why, & when
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