Case Study: Surge SMC negotiates 4x shelf space with Tracksuit brand tracking

How Surge SMC negotiated 4x the shelf space with brand tracking

Surge SMC, a food marketing business for challenger FMCG brands, faced the difficult task of securing valuable shelf space for its clients with New Zealand's major supermarkets. The challenge was that commercial negotiations were often one-sided, heavily favoring pricing and promotions over a product's brand strength, which put smaller, growing brands at a significant disadvantage. To help quantify and prove brand value, they turned to brand tracking data from Tracksuit.

By implementing Tracksuit's consumer insights platform, Surge SMC gained access to forward-looking data on brand awareness, preference, and consumer perceptions. This data allowed them to demonstrate to retailers what consumers actually wanted, shifting category discussions from past purchase data to future demand. As a result, Tracksuit's data was directly used to successfully negotiate with Foodstuffs North Island, securing four times the compulsory shelf space for one client and creating a more level playing field in conversations with stockists.

Surge SMC

Tony Trilford

Managing Director