Coffee trade spend case study | Shopper Intelligence

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Maximising coffee trade spend by focusing on pre-store influence

CASE STUDY

Maximising coffee trade spend by focusing on pre-store influence

An Australian coffee supplier needed to understand whether off location display spend was really driving incremental sales. Shopper Intelligence showed that many coffee shoppers had already planned their purchase before entering the store, with brand, catalogue and price playing a stronger role than display alone.

High-rank

Coffee ranked highly as a planned category.

Brand number one

Brand was the leading planning cue in coffee.

Pre-store first

Investment shifted towards activity before the shopping trip.

At A Glance

Market

Australia

Client Type

Australian coffee supplier / FMCG brand partner

Retail Context

Australian grocery retail; Coles and Woolworths referenced

Business Issue

Reviewing off location display spend and trade spend allocation

Shopper Intelligence Role

Understanding purchase planning, brand choice, catalogue influence and secondary display impact

Outcome

Price and displays were used more selectively in key locations

Source

Shopper Intelligence Australia Coffee case study

The Business Context

Retailers are offering more in store and retail media opportunities, but suppliers still need to know whether these investments are likely to influence shopper behaviour.

For this coffee supplier, the question was whether trade spend should continue to prioritise off location displays, or whether the bigger opportunity sat earlier in the shopper journey.

The Challenge

The team needed to review display spend without putting category performance at risk. To do that, they needed shopper evidence showing where influence was really happening.

The key question was simple: were shoppers being prompted by displays in store, or had many already decided what to buy before they arrived?

What Shopper Intelligence proved

Shopper Intelligence showed that coffee was a highly planned category. Around eight in ten coffee shoppers knew what they wanted before entering the store, which made pre store influence a major opportunity.

Brand was the leading planning cue, showing the importance of clear brand communication before and during the trip.

Catalogue activity also played an important role, sitting close to promotional triggers as a way of shaping demand before shoppers reached the store.

Displays still had a role, but they were not the main driver for most unplanned shoppers. Price, specials and main aisle presence were stronger triggers than display alone.

How the insight was used

The findings gave the business a clearer way to review trade spend. Instead of treating off location display as the default growth lever, the team could redirect more investment towards pre store communication and catalogue activity.

The insight also helped clarify where displays and price activity should still be used, focusing them on the locations most likely to support shopper behaviour and commercial performance.

The Result

Funds were redeployed towards pre store activity and catalogue communication.

Price and displays were then used more selectively, focused on key locations rather than treated as the main route to growth.

The Takeaway

This case shows how Shopper Intelligence can help suppliers challenge assumptions about where shopper influence really happens. In coffee, the stronger opportunity was not simply more display activity, but better use of pre store communication, brand planning and selective price and display support.

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The insights helped us make smarter decisions on trade spend and focus on what really influences our shoppers.

- Commercial Manager, National Coffee Supplier

Decision Hierarchy

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