In the inaugural episode of Shopper Matters, a podcast that explores the rapidly changing world of retail, omnichannel shopping, and consumer behavior insights, IGA VP Brand Development and Shopper Matters Host Michael La Kier spoke with Clorox Team Lead, Grocery Analytics Scott Hanbury about the importance of empathy and storytelling in data and analytics — two qualities that are often overlooked when crunching numbers.
Importantly, Hanbury notes that independent grocers mistakenly think shoppers don’t want to find non-food items in the store. He shares details on Clorox’s “every food occasion” campaign, that reminds shoppers the brand is here for the meal and the mess with their brands, including Glad, Clorox, Kingsford, Hidden Valley Ranch, and more.
Listen to the podcast on your preferred streaming platform, watch the recording, or read a recap of the episode below.
Hanbury explained how raw data, though abundant, can often feel “dull and stale.” The key to creating value lies in applying empathy and storytelling to data analysis. By understanding retailer needs and shopper behaviors, data becomes a tool to solve problems rather than just report trends. As Hanbury succinctly put it, “You can be data-rich but insight-poor.” Human insights — rooted in understanding what matters to people — bridge this gap.
Hanbury used a compelling analogy, likening product categories to a balanced ecosystem in a swamp. Just as a healthy swamp requires a mix of animals, a grocery category thrives on a balanced assortment of products. Promotions act as a “flash flood,” creating space for new growth, while pricing serves as the “temperature,” influencing the pace at which items move. By analyzing these dynamics, retailers can assess whether their product mix is “healthy” and positioned for success.
A critical challenge for grocery retailers is leakage, or losing sales to competitors like Walmart, Costco, and even Dollar General. Grocery stores, traditionally dominant in food sales, now face stiff competition as other retailers expand their offerings, including fresh produce and household essentials. For example, Hanbury highlighted that nearly half of shoppers who need cleaning supplies leave grocery stores without purchasing them, opting for other retailers instead.
To combat this, Hanbury proposed three actionable steps:
Hanbury also emphasized the importance of viewing food occasions holistically. Cooking at home creates demand for cleaning supplies, trash bags, and other household essentials. However, many grocers focus solely on food, neglecting the opportunity to support adjacent categories. Retailers who convert these adjacent sales not only boost basket size but also increase loyalty by eliminating the need for additional trips to other stores.
Learn more about Clorox's Every Food Occasion campaign and gain access to graphics for store use here.
Clorox's research revealed that online shoppers often cross over into physical stores. By encouraging first-time online purchases of household essentials, retailers can drive repeat in-store purchases, fostering a stronger connection with shoppers.
By focusing on empathy, storytelling, and balanced ecosystems, Hanbury said grocery retailers can retain market share and better serve their customers in an increasingly competitive landscape.
This conversation underscores the importance of humanizing data to create meaningful connections between retailers and their shoppers, ultimately driving growth and loyalty in the grocery industry.