Cabot Creamery has an engaged and loyal consumer base. They know their end consumers select specific retailers if they carry “destination products”—marquee items like cheddar cheese for example. However, as sales numbers shift and products do not perform as expected, Cabot Creamery did not have a viable, repeatable way to engage consumers directly for insights into sales performance, new products, and promotions. As a result, they made major marketing, product, and promotional decisions based on gut instinct, and in some cases the opinions of small focus groups. The traditional methods of feedback they relied on were too slow and expensive to produce a regular cadence of insight. Cabot Creamery needed a better way to quickly gather consumer-validated insight at scale to improve their products, increase sales by defending and growing shelf space, and introduce the voice of consumer across the business.
To prove the value of their products to retailers with data-backed insight, Cabot Creamery launched the Cabot Creamery Insiders made up 5000+ end consumers who have given their explicit consent to provide direct feedback. With an average response rate of 40% and the ability to run multiple studies a month, Cabot now integrates direct consumer feedback into their marketing efforts, product innovation, sales presentations, and strategy sessions.
Additionally, the ability to progressively profile consumers over time enables Cabot to track how consumer preferences differ across regions, age ranges, favorite retailers, and a variety of other profile variables like shopping and product preferences. In short, they take retail and syndicated which is widely available and use the Insiders to reframe the feedback and dig into the most important issues and questions. Feeding that data back to their retail partners helps them defend critical shelf space and grow long-term retail partnerships.
Providing retailer specific insights saved Cabot Creamery potential lost revenue and defended shelf space in two product categories—butter and yogurt. POS and Insiders data also helped Cabot position themselves as a provider of “destination” products with key retailers and identified a new market entry point. This early success in marketing has accelerated the move to truly consumer-centric decisions across the enterprise.