Case Study: ConAgra Foods drives shopper-centric growth with Consumer Goods Technology

ConAgra Foods - Customer Case Study

The customer, ConAgra Foods, a major packaged food company, faced a challenge in acting as a unified company to leverage its consumer insights effectively for its retail customers. Its historically independent operating units made it difficult to communicate strategies and share knowledge consistently. To become a preferred supplier and build strategic partnerships, ConAgra partnered with the vendor Consumer Goods Technology and implemented a Shopper-centric Platforms for Growth (SPG) strategy, which was supported by new technology solutions from Information Resources Inc. (IRI).

The key solutions implemented were two IRI tools: an assortment optimization tool and a shopper insights solution called S3. These tools integrated data to provide a deep understanding of shopper behavior and enable data-driven decisions. The measurable impact was significant; a new shelving strategy for its popcorn brands, developed using these insights, was tested with ten grocery customers. This resulted in the popcorn category achieving a 7% average increase in base dollar sales for those retailers, while ConAgra's own products saw an 11% average increase.

ConAgra Foods

Danica Konetski

Senior Director, Shopper Insights and Analytics