Strategic segmentation and
messaging help launch new Nature’s
Way product into a top slot at
Walmart
messaging help launch new Nature’s
Way product into a top slot at
Walmart
Consumer data
Segmentation
Message and contact strategy
Email and display campaign
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.
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.
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.
brand at Walmart
Fortify ranked #13 among all
probiotic brands at Walmart after less
than three months in stores.
— Dustin Borneman, Senior Marketing Manager, Nature’s Way
