Driving CPG Growth with intelligentVIEW’s Data-Driven Audience and Media Insights
One of CiG’s greatest strengths is our ability to collaborate with both data and agency partners to drive results. A standout partner is BritOn Solutions Group, a boutique sales and marketing consulting agency specializing in profitable growth for Consumer Packaged Goods (CPG) companies.
Today, we highlight how intelligentVIEW plays a crucial role in BritOn’s toolkit, helping CPG brands identify, understand, and activate their most valuable consumer segments.
The Challenge for CPGs
For CPG brands, getting products on the right store shelves across key retailers is critical to success. However, many face a significant challenge: they’re often one step removed from their end consumers, with over 90% of Canadian CPG sales still happening in brick-and-mortar stores.
While data and insights are available from third-party providers, they’re often expensive, fragmented, or not detailed enough for specific use cases. Moreover, smaller or growth-focused CPGs may lack the internal resources to turn raw data into actionable insights.
So, how can brands identify high-potential consumers and choose the best retail banners and locations to optimize reach? BritOn Solutions Group turns to intelligentVIEW to help solve this challenge.
Building the Ideal Consumer Profile
Most CPG brands start with a broad idea of their target audience—something like women aged 30-49, university-educated, living in urban/suburban areas, with kids under 12. While this profile is a solid foundation, it is too general to drive precise marketing strategies.
With intelligentVIEW, BritOn can refine these broad segments using over 30,000 demographic, psychographic, and behavioural attributes. This allows CPG brands to move from general assumptions to actionable insights by:
- Identifying distinct consumer segments that over-index on key characteristics.
- Building detailed, data-driven personas based on first-party data or intelligentVIEW’s robust data ecosystem.
- Understanding unique geographic distributions, enabling targeted campaigns at the store and market level.
For example, an initial broad audience might reveal 28 distinct consumer segments within Canada that align with the brand’s key demographics. These segments can then be mapped, profiled, and analyzed in real-time, providing a granular understanding of who the ideal consumers are, where they live, and how they shop.
Understanding Key Consumer Segments
CPG brands often assume they have just one or two target groups. intelligentVIEW challenges this by revealing multiple high-value segments within their audience, each with unique characteristics.
With intelligentVIEW Profile Reports, BritOn and its clients gain:
- A breakdown of segment sizes and household counts by geography.
- Insights into shopping habits by channel and retail banner.
- A clear view of media consumption habits and lifestyle preferences.
- These reports are invaluable for collaborating with retailers on local programs, offering data-driven justification for why a brand should focus on specific stores or trading areas.
Activating Insights for Better Results
Understanding audiences is just the first step. intelligentVIEW’s activation capabilities enable CPG brands to translate these insights into action:
Push audiences to direct mail and digital platforms like Meta, The Trade Desk and Google DV360.
Optimize OOH placements with mapping tools that pinpoint high-potential areas.
Plan radio and broadcast campaigns aligned with audience preferences.
Enhance shopper marketing efforts by focusing on retail locations within high-potential trading areas.
For example, BritOn helps clients use intelligentVIEW AdSpot to monitor competitor activity across media channels, providing insights into their strategies and creative. This allows CPG brands to adjust their campaigns, ensuring they remain competitive and relevant.
Driving Retail Success
IntelligentVIEW doesn’t just focus on consumer insights—it also helps CPG brands build stronger relationships with retailers by aligning their target audience with the right retail banners and locations. This ensures:
- Increased distribution in the highest-potential stores.
- Optimized shopper marketing programs, focusing resources where they’ll have the most impact.
- Better ROI by targeting high-value consumers across both direct and digital channels.
The CiG and BritOn Advantage
As the CPG industry continues to navigate shifting consumer behaviours and an evolving retail landscape, tools like intelligentVIEW are essential for success. By partnering with CiG and BritOn Solutions Group, CPG brands gain a competitive edge—using real-time data and insights to make informed decisions that drive growth.
Ready to learn more? Let’s discuss how intelligentVIEW can help your brand thrive and retailers with speed and precision.