Vypr Product Intelligence
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South Africa White-Label Goods Provider
Discover how Vypr helped a global merchandise provider strengthen in-store engagement and drive incremental sales by launching new beauty products in a major South African retailer.
“We’ve been using Vypr for six months, and the ROI is already clear. We’re now talking about an extended relationship to support multiple teams and markets.”
Scenario
Our customer is a provider of branded, licenced and white-label goods products. Established more than 25 years ago, the business has a history of strong growth and profitability, with operations in the UK, China, Hong Kong, South Africa, Vietnam and Australia.
The business manufactures an innovative portfolio of health and beauty, household, impulse snacking and general merchandise products goods for major UK retailers. This includes the likes of Tesco, M&S and Morrisons, as well as strong distribution in more than ten markets globally.
Problem
Our customer was looking to launch new beauty products in a major South African retailer. The retailer already lists some of our customer’s merchandise products, and they have worked together for several years. Whilst the relationship is positive, our customer sought new ways to strengthen engagement, increase revenue and grow their presence in-store.
They hypothesised that the retailer had an opportunity to drive incremental category sales by offering select beauty products in multiple store locations. In particular, by tapping into the higher footfall available in the food hall.
Existing category insights in the local market were driven via solid experience and well-grounded opinion but lacked an objective viewpoint. Our customers needed to validate their hypothesis for incremental sales, as well as collate actionable product intelligence insights that could stand up to the retailer’s scrutiny.
Solution
To address our customer’s needs, Vypr’s customer intelligence platform harnessed its exclusive network of South African consumers and leveraged its top-tier research expertise. We developed a comprehensive approach that blended qualitative and quantitative methodologies. Our product intelligence platform allowed for the creation of custom demographic profiles, which we utilised to segment the market specifically by retailer.
Our targeting capabilities extend beyond retailer segmentation, so we were able to apply age-based demographics to retrospectively filter results, uncovering nuanced observations insights and facilitating hypothesis development and testing.
This multifaceted approach included assessing product appeal, constructing purchase decision hierarchies, and validating usage patterns. Our in-depth analysis enabled us to craft a compelling narrative, swiftly guiding our client to identify the most promising product product development strategy and their potential for success.
A key strength of our approach was the ability to engage directly with the retailer’s shoppers. This strategy ensured that our customers could present results and recommendations with confidence, knowing they were grounded in feedback from real South African shoppers. The entire process was executed with remarkable efficiency. Within days of the initial briefing, our client had access to a comprehensive set of data, clear reporting, key takeaways, and actionable recommendations.
Results
Our customer was delighted with the quality of the results and the clarity of the commercial narrative. The research validated that there is an opportunity to drive incremental category sales by introducing new impulse spaces within the food hall.
Repprting data from the research was also used by our customer. Our customer also used reporting data to build a compelling commercial narrative and a set of new product recommendations. The objective nature of the material made it impossible for the buyer to ignore it, and our customer was successful in winning a new listing with their South African retailer.
Moving forward, our customer is engaging with Vypr to support bolster a broad range of requirements in multiple markets, including South Africa.
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