Bridging PepsiCo's Retail Data Gap with Storesight
PepsiCo’s Category Management team faced significant difficulties in obtaining timely, accurate competitive data from major retailers like Costco and Aldi. Specifically, they lacked real-time insight into assortment changes, pricing fluctuations, and new product introductions within key categories such as carbonated soft drinks (CSD), sports drinks, energy, and salty snacks. The absence of this data made it difficult to understand market dynamics, such as why sales might be declining or what competitors were doing differently.
Internally, this led to ad-hoc data gathering efforts—such as physically visiting stores and manually compiling pricing information—which were both time-consuming and inconsistent.
Storesight is helping to fill the gap of the competitive data that we do not receive from Costco… Now we are able to go into Storesight and look at some things like recently we worked on putting together the competitive landscape—who are the players in this category? And then how are they priced?
Solution
PepsiCo partnered with Storesight to provide a data-driven solution that automates and centralizes competitive intelligence. The Storesight platform enabled the team to:
Automate reporting on assortment changes and SKU counts for various categories, allowing for real-time comparisons year-over-year and across product lines- providing PepsiCo with a significant competitive advantage – data the competitors did not have.
Track pricing trends and mix variations across regions, and identified promotional activity and competitive product strategies which assisted PepsiCo in sharpening is go to market approach and accelerate sales across all categories.
Monitor PepsiCo new product introductions and ongoing performance, providing early alerts to market shifts to ensure required retailer turns for new products were easily achieved to ensure the longevity of new products.
Build custom dashboards for different retailers of PepsiCo products in multiple product categories, making the data easily accessible and actionable for strategic planning with PepsiCo customers.
Storesight was able to gather in store, on shelf and on packaging competitor claims which led to PepsiCo to replace “generic”product information with stronger, more impactful claims at the shelf.
Additionally, Storesight’s tools allowed for the creation of reports that could be shared with leadership and used in strategic planning sessions, as well as with PepsiCo’s competitive intelligence team for broader market analysis.
Results
The integration of Storesight delivered not only enhanced market performance well justifying the investment, several additional key benefits were provided to PepsiCo Category Management:
Improved Data Accessibility: PepsiCo now has immediate access to critical competitive data, reducing the need for manual store visits and ad-hoc data collection. Real world retail intelligence in real time which reduced travel costs and increased the agility of the PepsiCo account management teams.
Strategic Decision-Making: The team can quickly identify trends, such as reductions in SKU counts or price changes, and use this information to inform strategic priorities and leadership briefings.
Enhanced Collaboration and Customer Relationships: Custom dashboards and automated reports facilitate collaboration across teams and especially with customers.
Broader Market Insight: The platform’s flexibility allows for expansion into new retail channels and categories, supporting PepsiCo’s broader competitive intelligence efforts.
Storesight enabled PepsiCo to overcome its retail data gap, empowering the team to make more informed, strategic decisions and respond with agility to changes in the market.
