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Big consumer goods companies like Unilever and Nestle understand how to use sales data to get more shelf space (which in turn gets them more sales, thus better performance data). Small, growing consumer goods brands rarely tell their own stories using data, which makes it hard to truly break through the clutter and grow.

Growth Analytics tell the story of your performance to a retail buyer using many different metrics, but all toward the aim of convincing the retailer that you will help their aisle sell more. Some key areas include:

Sales Metrics

A growing brand probably won’t outsell the…


Price optimization can be the most effective way to increase your bottom line, but is often neglected, especially by smaller companies lacking expertise and budget. Here’s a case study illustrating one cost-effective testing methodology for a consumer goods company.

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Case Study: Archie’s Organic Dog Treats

Last year, Archie’s pitched his line of Organic Dog Treats to Pet Wonderland, who agreed to put them on shelf at his suggested retail price (SRP) of $3.99. The treats were a hit! They sold 500,000 bags in the first year.

Now, because ingredient costs have gone up, Archie must raise the price, which he…


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Whole Foods is more expensive than Amazon Fresh. Way more. Business Insider estimates Whole Foods is 15% more expensive than typical grocery, but it may be more. The chart below illustrates the gap with a sample product, Talenti Gelato (1 pint, or 16 oz), using the lowest prices I could find online. Whole Foods is by far the most expensive at $5.79, which is 29% more expensive than Walmart & Target, and 65% more expensive than Amazon Fresh’s price of $3.50 …


Consumer-led pricing overview for executives. Key questions and approach.

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Do you know the right price?

Calling all CEOs: If a genie offers to improve either your pricing, sales, or costs by 10%…choose pricing! It makes the biggest difference, because it is all profit. If for some reason the genie never appears, follow the consumer-led approach to pricing. Study the category and consumers, develop insights & new price options, and anticipate the impact on your business.

At the bottom of each section, we present a brief summary of findings for Jill’s Beef Jerky, an imaginary company.

I. Pricing context matters

A writer once told me, “You can’t dive right into the…


A primer on magic price points — what are they, why are they important, and how can you recognize them.

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In pricing, we focus on “elasticity” (how sensitive are consumers to changes in price? If we raise price by 10%, by what percentage do sales go down?) But elasticity isn’t one fixed number. To illustrate — if a gas station raises prices today by 5%, perhaps few will notice. But add another 5%, and the station across the street becomes a lot busier.

A magic price point sounds like a lot of fun, but in fact, it’s a cliff. Get…


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A discount can convince new people to try you and prior customers to buy more, but can also teach people to only buy when you are on sale (or maybe that you are a discount brand!) Promotions are often likened to a drug — the boost in sales is a huge rush, and its easy to get hooked. Before you know it, most of your sales are at too low of a price point (and maybe you’ve started a promotional price war with a competitor). Think of Coke and Pepsi in drugstores, trading 2 for $5 deals on 12 packs…

Daniel Scharff

Director of Pricing @ food tech startup. Formerly Global Pricing at Mars, Psychology B.A. and Wharton MBA

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