Data-Driven Loyalty: How FMCG Brands Can Win the Battle on Shelf
16 April 2025
Associate Member Feature: SHPING
In today’s ultra-competitive FMCG landscape, brands that sell exclusively through major retailers face an uphill battle. The goals are clear: grow sales, drive category growth, expand market share, hit margin targets.
But let’s be honest, achieving all of this is becoming harder by the day – especially when the relationship with your shoppers is owned by the retailer. And with private label continuing to grow, the pressure is on.
What if there was a way to get the upper hand by owning your shopper relationship, no matter where they shop?
The Data Dilemma
Retailers want brand partners who have a deep understanding of their category – providing insights and analysis that makes decision-making easier for the Category Manager/Buyer. With brands being one-step removed from their shoppers, they’re limited in their ability to report on complete sales performance from shelf to shopper.
If you had to defend your range tomorrow, do you have the shopper insights and proof of category value to justify retaining your brand?
Driving Sales in a Cost-Conscious Market
Performance is everything to a brand: whether it’s securing a new SKU or defending an existing line, retailers expect you to bring shoppers into the aisle, influence purchase behaviour and drive sales growth.
How can brands be expected to succeed with rising retail prices, mounting cost-of-living pressures, every marketing dollar under scrutiny – and all of it compounded by relentless margin squeeze?
Range Reviews: Defend or Disappear
Market Share, Private Label and Range Reviews.They’re a constant in every category.
No matter how established a brand is within a retailer’s range, or how confident you are of your products’ current sales performance, everyone sighs when a Notice of Range Review is received. From this point, the team waits in bated breath to learn whether any SKUs are Flagged for Deletion (or marked as B-Prefix).
What are your defence strategies when you’re given limited time, limited resources and limited access to shopper data to prepare your submission?
Rewriting the Rules with a Brand-Driven Loyalty Program
FMCG brands have long dreamed of owning the relationship with their shoppers – not just renting access through expensive, retailer-owned loyalty programs. Now, that dream has become a reality.
After identifying a clear disconnect between FMCG brands and their shoppers, Shping is revolutionising FMCG marketing – giving brands the power to identify and connect directly with shoppers, without reliance of retail media.
Built for Brands, Loved by Shoppers, the Shping App is a retailer-agnostic rewards program that rewards shoppers who simply upload their purchase receipts – no matter where they shop. Shping gives brands not only access to powerful sales data, but direct connection to the shoppers behind every purchase. This unlocks rich, shopper-level insights and empowers brands, through a complete marketing ecosystem, to Identify, Convert, and Retain customers by:
Analysing purchase insights beyond SKU level,
Gaining deep analytics of shopper behaviour,
Understanding cross-basket mix, frequency and demographics,
Communicating directly with new and existing shoppers, and
Activating their own brand-driven Loyalty Program.
The goal isn’t for brands to bypass retailers – it’s to support them more effectively. A brand-owned loyalty program gives you the tools to:
Drive full-price purchases, even during competitor promotions – helping protect category sales, market share and GM performance,
Increase purchase frequency with tiered rewards that keep loyal shoppers engaged,
Influence aisle behaviour across any retailer, and
Deliver personalised, product-focused messaging that enhances conversion through targeted incentives
Driving Measurable Sales – No Matter the Retailer
Brands activating their own Loyalty Program powered by Shping aren’t just gathering data, they’re gaining powerful insights and analytics to prove SKU performance, including:
Purchase frequency (UPSPW) and category contribution,
Sales uplift during non-promotional periods,
Prove ROI across shopper segments and demographics,
Converted shoppers from other retailers and brands,
Full end-to-end reporting of campaigns directly related to the category within the retailer.
“If you delete our SKU, you won’t just lose a product – you’ll lose our entire database of loyal, high-frequency shoppers.”
Turning the Script: Putting the Risk on the Retailers if They Delete Your SKU(s)
When you lose a SKU from shelves, it isn’t just about losing physical space, it’s losing access to loyal shoppers you’ve worked hard to acquire. Retailers make decisions anticipating sales will naturally shift to an alternative product, whether a competitor brand or their own private label. But what if the risk of delisting shifted back to them?
By building a brand-owned loyalty program, you gain direct influence over shopper behaviour — extending your reach beyond any single retailer. More importantly, you gain the power to take your shoppers with you, guiding them to stores that stock your products.
This control becomes your competitive advantage.
Armed with shopper insights and performance analytics, you can demonstrate how much foot traffic and revenue the retailer stands to lose if your loyal customers follow your brand to alternative sales channels. This creates real pressure for the retailer to reconsider their decisions.
At the same time, this data becomes a powerful asset when presenting to non-ranged retailers. You can showcase the strength of your brand’s loyalty and highlight the incremental sales uplift and shopper engagement your SKUs can deliver.
Winning on Shelf and Beyond
Retailers will forever expect more from their brand partners – more data, more sales, more customers. The brands that succeed will be those that stop relying solely on shelf presence and start building direct, long-lasting relationships with their shoppers.
With Shping, brands not only gain the tools to defend their place within the category, they gain the ability to grow it; winning the battle with private label with a core range of SKUs continually purchased by loyal shoppers.
Taking control of your shopper relationship isn’t optional anymore; it’s the difference between leading your category or being left behind.
To learn more about how your brand can leverage the power of data to drive growth and retention with Shping, click here.
