Understand competitors
Compare pricing, products, and positioning without piecing together multiple tools.
NielsenIQ Insights in RangeMe
Bringing retail sales data into RangeMe so suppliers could understand product performance and prepare stronger conversations with buyers.
Background
The supplier experience on RangeMe
RangeMe connects suppliers with retail buyers looking for products to stock in their stores. With far more suppliers than buyers, buyer interest was concentrated among a subset of products. Suppliers who received little buyer engagement often questioned the platform’s value.
We explored how RangeMe could support suppliers beyond buyer connections. One hypothesis was that access to retail sales data could help suppliers understand their market, assess product performance, and prepare more informed conversations with buyers.
Previous User Journey
Suppliers completed setup and submissions, then waited.
The opportunity
Delivering more value to suppliers through an existing partnership
Through its partnership with NielsenIQ, RangeMe already provided retail buyers with sales data. This data could give suppliers visibility into the performance of competitors and potential competitors in their category, as well as how category sales were changing.
These insights can be expensive for suppliers to obtain independently. We saw an opportunity to build on this existing partnership and extend access to suppliers, creating another way for them to get value from the platform.
We needed to validate whether suppliers would find the data useful, which insights mattered most, and how they might use them. Those findings would guide what we offered and how we presented it.
Process
What I did
To answer these questions, we used FullStory to identify suppliers already exploring RangeMe’s data pages. We contacted 20 suppliers with existing retail sales and scheduled 10 interview sessions.
I collaborated on the interviews, then synthesized and presented the findings. A consistent theme emerged: market and competitor research required significant time, effort, and money. I worked with the PM to use these findings to shape the NielsenIQ supplier experience.
Research findings
What suppliers needed from data
Spot category trends
See which categories and products are growing to inform product decisions.
Benchmark performance
Compare product sales with category performance to highlight strengths to buyers.
Make sense of the data
Use clear summaries and guidance to understand what the numbers mean.
View supporting research
The solution: Sales insights
Making retail sales data easier to understand and use
- Brand and category comparisonCompare brand sales and year-over-year growth with category performance.
- Product sales visibilitySee how individual products are selling through at retail.
- Insights for sell sheetsAdd sales insights to an existing sell sheet to share with buyers.
Retail sales insights
Explore category and product sales, then add insights to a sell sheet.
The solution: Premium access
Clarifying what Premium includes and how to upgrade
- Preview for free suppliersKeep product rankings visible while reserving detailed sales data for Premium.
- Upgrade from the insights pagePlace upgrade CTAs alongside locked insights to keep the next step easy to find.
- Clear plan detailsPresent the relevant plan’s benefits and pricing in a modal on the same page.
Premium upgrade experience
Preview the available data and explore the Premium plan from the same page.
Outcome
7 Premium upgrades in 30 days
The release extended RangeMe’s existing NielsenIQ partnership to suppliers, giving them access to brand and category sales comparisons. Suppliers could explore product performance and add sales insights to their existing sell sheets.
During a 30-day reporting period, 973 users visited NielsenIQ Insights and 7 suppliers upgraded to RangeMe Premium through the page.
Key takeaway
Research shaped how we presented the data
Interviews showed that market and competitor research was costly and time-consuming, and suppliers varied in how comfortable they were using data. Those findings guided our focus on clear performance comparisons, guidance, and a practical way to share insights through sell sheets.
If I revisited the project, I would measure repeat usage and how often suppliers add insights to sell sheets, alongside Premium upgrades. This would help us understand whether the feature supports ongoing supplier needs as well as paid adoption.