BrandLoyalty proved retailer relevance with trend lines.
BrandLoyalty designs loyalty solutions that change consumer behaviour for some of the world’s most successful retailers. Every concept it proposes has to be justified to a client who is committing shelf space and marketing to it.
markets read on the same continuous measure
popularity tracked, not sampled once
needs and wishes read at audience level
A concept has to be right and provably right
BrandLoyalty wanted to go deeper into the sports industry, tracking specific target groups and how their needs and wishes shift over time.
Two things had to be true at once. The concept had to be built on where interest is actually growing, and the team had to be able to prove that to a retail client whose commitment is significant and whose confidence cannot rest on assertion.
Deep dives, then a line through time
The subscription covers the UK, France, Germany and Italy, letting the team take deep dives into specific audience segments and read next-level trends in the groups a campaign is aimed at.
The trend tracking mattered most. Following the popularity of a sport such as football across a period, rather than at a single point, shows whether interest is rising, holding or fading — the difference between a concept that lands and one that arrives late.
A refined strategy, and a case a client accepts
The trend view helped refine strategy and informed product development in areas such as new sports concepts, grounded in movement rather than in current popularity alone.
It also gave the team the means to prove relevance to its clients, which in a business built on persuading retailers is as valuable as the insight itself.
We use the portal to take deep dives into specific audience segments, gaining next-level trends and insights into key target groups and their needs/wishes, to inform product development in areas such as new sports concepts. Using the trendline tool in In Focus has allowed us to track the popularity of sports such as Football over time, which helped refine our strategy and to proof relevancy towards our clients.
Your next concept
Build on movement, not on the current ranking.
Tell us the category and the markets, and we’ll show you which way interest is heading.