CPG Shelf Space Investment Strategy Analysis

This case study outlines the research conducted by a large Consumer Packaged Goods (CPG) company to develop strategies for securing high return on investment (ROI) in shelf space partnerships within retail environments. The study utilized historical geolocation data to identify members of a first-party audience who had visited Family Dollar or Dollar General in the past six months. Participants were screened based on their shopping habits and surveyed on various consumer behavior aspects, including the impact of inflation on purchasing decisions, preferences for deals, and brand loyalty. The findings revealed that consumers were more likely to shop at Dollar General than Family Dollar, which provided the CPG company with critical insights to prioritize their shelf space investments. The case study emphasizes the importance of validated consumer data in guiding product placement and enhancing partnerships with retailers, ultimately aiming to maximize ROI on shelf expenditures.