Sinebrychoff trusts Nepa to illuminate their Shopper Journeys
The story
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
The plan
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.
The result
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.
The result
key categories
Who, what, where, why, & when
Our Approach
We convert data into
opportunities for growth
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.
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.
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.
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.
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.
OUR WIDER OFFER
Adapt to win
Our 360-degree, continuous approach shows how consumers think, helps realise growth potential, and demonstrates return on investment.
Marketing Mix Modelling
Adjust activity in near real-time with models that are continuously learning from your media activity, sales performance, and brand health.
Campaign Evaluation
Running campaigns is all about constant evaluation and evolution. Find the right mix of channels, messaging, creative, and format to get the most out of your communications.
Custom Modules
Use additional modules to manage pricing, brand personality, brand assets and category drivers and place customers at the heart of your marketing decisions.