I. The Storytelling Shift That Wins Retailer Buy-In

“Turn data into a story.” That’s how Julie Craig, in her Shopper Insights role at GSK, described what finally gets retailers to pay attention in a recent podcast.

She recalled a Walmart category review from her GSK days, selling Voltaren (arthritis pain relief). She shared solid and detailed segmentation data but noticed the buyer wasn’t engaged. So she pivoted: “Let me tell you about the shopper in your aisle looking for a (pain relief) solution.” Suddenly the conversation shifted, and the partnership opportunity came together.

Buyers hear category data all day. What cuts through is helping them see their shopper in the aisle making the decision.

Perhaps try this in your next retailer meetings:

• Turn data into shopper moments: Instead of “Segment A represents 23% of users,” describe the actual experience, e.g., frustrations, timing, decision process.
• Make it retailer-specific: Say “your shopper in aisle 7” and not “consumers.” Reference their store layout, competitive set, shopper base.
• Connect insights to their business: Show how understanding these shoppers drives category growth, defends space, or beats competition.

When CPG manufacturers truly connect with a retailer’s shoppers, the buyer starts to see them as a partner, not just another vendor.