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The team at Mondelez International had a conundrum involving their Tate’s Bake Shop brand. While the Specialty Cookie category at Walmart was growing, its most valuable segment – Premium Cookies – was declining. To tackle this, they needed to better understand the nuances of the segment as well as the ever-evolving needs of Walmart shoppers. They worked in tandem with their Merchant to learn how they could turn Walmart into a Premium Cookie destination—and what better place was there to start than Scintilla?
Through leveraging both Scintilla Shopper Behavior and Customer Perception, they were able to gain rich, actionable insights directly from Walmart customers. Shopper Behavior provided a comprehensive view into how shoppers interacted with the category, allowing them to analyze basket composition, switching behaviors, and omni-channel purchasing trends. These insights helped tailor in-store actions more precisely to shopper preferences. Meanwhile, Customer Perception provided real-time feedback from verified Walmart shoppers about their opinions on Tate’s Bake Shop cookies and others in the Premium Cookie category. These insights helped them identify key drivers of brand loyalty as well as their reasons for shopping within the segment at Walmart.
This deep dive into Scintilla helped provide the understanding that there was a massive opportunity for growth as well as the data to back a customized approach to better cater to shoppers needs. The collaboration between Mondelez International and their Walmart Merchant is leading to an accelerated omnichannel approach to help drive the Premium Cookie category.
Read their case study now for a more comprehensive overview of how Mondelez International partnered with their Walmart Merchant to help turn Walmart into a Premium Cookie destination.
References:
Proprietary First-Party Data, Scintilla 2024.
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