How Tesco Increased Beer Sales by Placing them Next to Diapers!
Data always helps you become a better marketer.
Intuition and gut feeling plays a major role in finding out what your customers want - BUT, intuition is helpful only when you do not have DATA.
"In God we trust; all others must bring data." - W.E.Deming
Tesco looked at their data. They tracked demographics and spending behaviours with their loyalty cards program. They found out that fathers who buy diapers also bought a lot of beer.
The reason is obvious. Dads with new borns cannot go out to pubs to socialize with friends (me including). So they buy more beers so that they can drink at home!
So, Tesco placed beers next to diapers and beer sales shot up!
It is easier to look at data and make the correlation. But it is EXTREMELY DIFFICULT to come up with this idea without data. There could be a lot more insights hiding in plain sight which we do not know yet. We have to gather data and look at the data to get more insights.
And my friend, that's how data can help with marketing!
Thoughts?
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Reference: BBC News
Some articles suggest that Walmart has done the same but I have no verifiable data.
|A Certified Digital Marketer| A freelancer content writer| Social Media Manager|
7 年https://bestdigitalmarketingadvisor.blogspot.in/2017/03/digital-marketing-course-in-andheri.html
Director, European Operations, Marketing & Customer Satisfaction specialist, Market Researcher, CRM
8 年:-o
E-preneur | Operations Management | Intrapreneur | TATA | VNIT
8 年quite interesting!
Co-founder & CEO at Omniflo
8 年What amazes me more is that they did this in '98!
Enabling businesses to create a seamless customer experience across all phygital channels!
8 年Genius!