Case Study: a leading mass merchant retailer boosts category sales and uncovers market share drivers with Ugam

Leading Mass Merchant Retailer - Customer Case Study

A leading mass merchant retailer faced a significant challenge when its market share for a key category declined by 13%, despite a 9% increase in its own sales. The client was working in silos and could not identify the root cause of the problem, so they turned to Ugam's analytics team to conduct a comprehensive market share decline analysis.

Ugam’s solution involved testing multiple hypotheses by blending internal and external data. The vendor identified that a cut in paid search budget and a significant assortment gap, where the client carried very few high-demand national products, were the primary causes. As a result of Ugam’s analysis, the client gained an objective framework to understand the issue, which they then used to improve sales in the category and later deployed the same analysis framework across 40 other product categories.