CASE STUDY #007932 - Fresh Express

Who: Fresh Express, a manufacturer of packaged fresh salad greens.

Challenge: Fresh Express desired to maximize sales in the most underdeveloped region of the country: the southeast.

Big Idea: Because awareness of the product was high and trial was adequate, something was askew. The average number of purchases per year, per consumer, was astonishingly low, with just 7 bags annually. People were eating more than 7 salads per year, so Concentric was able to utilize market basket research that proved shoppers were making purchase decisions based on price, not brand loyalty. Heavy purchase incentives would need to be levied in order for this brand to drive sales and encourage a more consistent pattern of brand loyalty.

Elements:

Market basket research and data mining

Heavy incentives

In-store promotions and events

Targeted radio in five key markets

Results: Fresh Express has experienced double-digit sales increase for last 3 years. Now, their top 20% of consumers have increased their average annual bag purchases from 7 to 11 bags, within the observed 15-month period.