Case Study: Shell improves go-to-market strategy with Kantar

Connected consumer intelligence enhanced Shell’s understanding of its audience, aiding decision-making in communications, shop assortment, and brand partners

Shell, one of the world's largest energy companies, faced the challenge of gaining a deeper understanding of its diverse global customer base. They needed data and insights to optimize their shop product assortment and improve their overall go-to-market strategy. To address this, Shell partnered with the vendor Kantar.

Kantar implemented its TGI syndicated consumer insights survey to map and enrich Shell's customer segments with thousands of new data points on consumer habits. This solution provided a 360-degree view of key audiences, which directly informed Shell's shop assortment and selection of brand partners. The insights also enabled Shell to better inform its communications planning through a granular analysis of segment motivations and media habits.

Shell