About the Brand Defense Narrative

Brand Defense Narrative is designed to help you make the case for why your product deserves continued or expanded distribution at a specific store. It pulls together key shopper and product performance metrics to show how your brand is performing today and what kind of value it brings to the category and to the store.

Flow Assumptions

This flow assumes your product already has distribution at the retailer you’re focusing on. All analysis is based on how your product performs at that store, so this is not the right tool for a brand sell-in story (For example: trying to get into a new retailer by showing success elsewhere.) It’s built to show impact where you're already playing.

Prompts

To run this Narrative, you’ll be prompted to select a few key parameters:

Required: Product, Category, Store, and Date Range
Optional: Competitive Set

How the Competitive Set Works in the Brand Defense Narrative

Within the Brand Defense Narrative there are several cards that compare your product to a competitive set. When prompting a Brand Defense Narrative you have the option to select up to 5 products (which must be at the same hierarchy level as your chosen product) to include in that set.

Note: If the competitive set field is left blank, the Narrative will automatically choose the top 5 products at the same hierarchy level as the focus product by % Store Penetration at the prompted store. These products would not include your focus product.

Topic Cards

This section will review each topic card within the Brand Defense Narrative answering the following questions for each card as well as an example for each:

Which report is the card sourced from?
How would I prompt that report to investigate further into this data?

How is [Selected Product] doing in context with other [Selected Category] products at [Selected Store], in terms of store penetration and buy rate?

Report sourced from: Shopper Metrics

How to Prompt the Report:

What were the key metrics for Any Product in selected Category broken out by hierarchy level of selected Product purchased at selected Store, during the selected Date Range period?

Note: the first Any Product above is intentionally left blank so it populates results outside of just the selected Product.

By default, in-platform results are sorted by: descending % Store Penetration

How well does [Selected Store] convert [Selected Product] in [Selected Category] shoppers at their stores, versus other stores?

Report sourced from: Leakage Tree → Benchmark tab

How to Prompt the Report:

How much of selected Product in selected Category buyer spending leaked from selected Store during the selected Date Range period?

By default, in-platform results are sorted by: Descending Household Penetration of closed / converted shoppers

Where do non-converted shoppers at [Selected Store] go to purchase [Selected Product] instead?

Report sourced from: Leakage Tree → Stores Shopped tab

How to Prompt the Report:

How much of selected Product in selected Category buyer spending leaked from selected Store during the selected Date Range period?

By default, in-platform results are sorted by: Descending Share of Wallet among Non-Closers

How valuable are [Selected Product] shoppers to the total [Selected Category] and total store at [Selected Store] vs shoppers of competitor products?

Report sourced from: Shopper Metrics.

How to Prompt the Report:

Each Buy Rate shown requires its own Shopper Metrics report, one for each combination of Shopper Group and target behavior of the Buy Rate.

For instance, for the Brand Defense focus Product row, first make a People Group of selected Product in selected Category purchased at selected Store.
Then run the report using:

What were the key metrics for Any Product in selected Category broken out by hierarchy level of selected Category purchased at selected Store, during the selected Date Range period?

Using the above People Group in Advanced Options.

By default, in-platform results are sorted by: Descending Household Penetration of each Shopper Group

Does [Selected Product] drive competitive basket spend versus other [Selected Category] competitors at [Selected Store]?

Report sourced from: Shopper Metrics

How to Prompt the Report:

Note: the first Any Product above is intentionally left blank so it populates results outside of just the selected Product.

How well does [Selected Product] convert shoppers into the [Selected Category] category at [Selected Store]?

Report sourced from: Lapsed Retained New → Lapsed Retained New tab

How to Prompt the Report:

Requires individual Lapsed Retained New reports run for each product.
Run the report for:

Who stopped (or started) buying selected Product in selected Category, from selected Store, during the selected Date Range period?

Once it’s run, the buckets require additional calculations. For more information on this process please reach out to your Numerator team.

By default, in-platform results are sorted by: Descending Household Penetration of each product

How well does [Selected Product] drive exclusivity in [Selected Category] at [Selected Store], based on product shoppers?

Report sourced from: Cross Purchase

How to Prompt the Report:

This would require individual Cross Purchase reports run for each product and requires custom product groups. For more information on how to run and calculate using this report please get in touch with your Numerator contact.

By default, in-platform results are sorted by: Descending Household Penetration of each product

How do [Selected Product] shoppers at [Selected Store] compare to other [Selected Category] shoppers (buy [Selected Category] but not [Selected Product]) at [Selected Store] demographically?

Report sourced from: Advanced Shopper Profile

How to Prompt the Report:

Start by making a People Group of selected Product within selected Category shoppers. Then make a second People Group of selected Category shoppers. Then JOIN the two People Groups (in My Workspace) using this logic:

[People Group of selected Category shoppers] NOT [People Group of selected Product within selected Category shoppers] → People Group of Category-non-Product shoppers.

Then run the report for:

How did [People Group of selected Product within selected Category shoppers] compare to [People Group of Category-non-Product shoppers] during the selected Date Range period?

By default, in-platform results are sorted by: The same order they show up in the Advanced Shopper Profile report

Key Metrics

% Household Penetration - The percent of total US households that match your selected criteria. Calculation: [# of households based on selected criteria] / [Total # of US households]
% Store Penetration - The percent of households closing at the Retailer/Banner selected, i.e., percent of shoppers who buy the product at the selected store among all selected store shoppers. Calculation: [Households purchasing the product, category at selected store] / [Households shopping at store]
Buy Rate - Average spend per household based on the selected criteria over the selected time period of the analysis. Calculation: [Purchase Frequency] x [Spend Per Trip]
Closer: A Household that purchased the selected product at the retailer of choice
Non-Closer: A Household that does not purchase the selected product at the retailer of choice, but does shop at that retailer for other things
Closure Rate (Leakage Tree): The percent of Households who are shoppers at the selected Retailer and buy the product anywhere, who purchased the product at the selected Retailer.
- Calculation: [Product Buyers at a Place] / [All Product Buyers at any Place]
Share of Wallet (Leakage Tree): The percent of category share that closers spend at the focus retailer store vs what the closers spend across all stores for the category.
- Calculation: Total Category Spend by a specific store's shoppers at that store / Total Category Spend by a specific store's Closers across all stores
Category Brand Switcher: Someone who purchased the Selected Category but not the Selected Product at the Selected Store.
Category Convert: Someone who did not purchase the Selected Category at Selected Store in the prior period
New Store Shopper: Someone who did not shop at the Selected Store during the prior period.
Retained Shopper: Someone who purchased the selected product in both the pre and post-period.
% of Exclusive Households, Focus Product/Store: Among households that both purchase the focus product and have at least 2 focus category trips, the % who only purchase the focus product (no other products)

Need Help?

If you're having trouble using Narratives or recreating any of the prompting above please reach out to the Support Chat in the bottom right of your reporting or your Numerator Contact if you need help with calculations.