Strategic segmentation and messaging help launch new Nature’s Way product into a top slot at Walmart
Project
Product launch campaign
Services
Consumer data
Segmentation
Message and contact strategy
Email and display campaign
Industry
Consumer packaged goods
THE STORY
As Nature’s Way prepared to launch Fortify, their new probiotic product, they looked to Epsilon for segmentation and messaging that would grow awareness, elevate the Fortify brand in Walmart stores and build market share.
THE SOLUTION
Epsilon sent a Shopper’s Voice® survey to 50,000 consumers to develop a user profile and identify the product features that are most important to customers. Utilising survey results and Epsilon data assets, we identified three unique segment opportunities. We then created an email and target display campaign with a tailored message and contact strategy for each of the three groups.
The Results
Less than three months after launch, Fortify achieved a 2% share and ranked #13 among all probiotic brands offered at Walmart. Performance was so strong, Walmart has increased Fortify’s store count by 400.
#13
brand at Walmart Fortify ranked #13 among all probiotic brands at Walmart after less than three months in stores.
“Epsilon’s data is a very powerful tool. It helped us to craft a tight message that resonated with our target customers.”
— Dustin Borneman, Senior Marketing Manager, Nature’s Way
