Essity: in-depth analysis of buying behaviour

Essity is an originally Swedish company that focuses on well-being, hygiene and health in more than 60 countries. You will find the Essity brands OKay, Lotus, Demak'Up, Nana and Tena on the shelves of Colruyt Group stores. Colruyt Group Insights is a perfect opportunity for Essity to gain a better insight into the buying behaviour of Colruyt Group customers.

Essity is interested mostly in data of the Colruyt Lowest Prices and Spar store formulas because they generate most turnover within Colruyt Group. Without minimising Bio-Planet and OKay because these stores are also commercially interesting.

Impact on commercial decisions

When Essity has questions about one of their references, they rely on Colruyt Group Insights for answers. Regardless of whether it concerns sales performance or pack size, Colruyt Group Insights offers support through data analysis to provide insights into consumer buying behaviour. This allows commercial decisions to be structured better and executed more effectively.

Favourite feature

For Essity, the 'Product Report' feature stands out from the rest. The report gives a good idea of how a Stock Keeping Unit and, by extension, a brand evolves in terms of volume and value. For the Nana brand for example, the switch from a single pack to a duopack was discussed with a view to monitoring of sales. Essity can use the platform afterwards to monitor the effect of this decision in detail. Essity also looks at the bigger picture. Does a customer always buy six packs of a particular product at Colruyt Lowest Prices?  If so, it might pay off to offer that product in mega packs of twenty as well. In this way, Colruyt Group Insights' potential is utilised optimally.