The Challenge & Solution
What drives category growth in coffee? For RoastCo, that question underpins every shelf, promo, and pricing decision. This analysis helped the brand break down 65,000+ rows of POS data to understand what moves product, and what just takes up space.
RoastCo Organic was the standout performer, with strong velocities in Western provinces and above-average response to endcap promotions. Meanwhile, RoastCo Bold and Original showed greater price sensitivity, offering margin leverage in high-promo environments but needing careful floor pricing elsewhere.
K-Means was used clustering to group retailers into behaviour-based segments. Some leaned heavily on promotion to drive velocity, while others pushed baseline price with minimal uplift. This suggested the need for tiered promotional strategies, not one-size-fits-all.
By combining promo type, price, and retailer behaviour into a regression model, this also identified which combinations generated the most incremental lift. Endcap displays and BOGO offers consistently overperformed, especially for RoastCo Decaf in regional banners.
This kind of insight isn’t just academic, it directly supports category management conversations with retail partners. The result? Better promo calendars, tailored pricing, and smarter shelf decisions in the seasons ahead.
Impactful Findings
- RoastCo Organic leads volume, especially in BC and ON
- Endcap and BOGO promos generate higher per-unit revenue
- Elasticity varies by brand: Original and Bold are more price-sensitive
- Clustered retailers showed 3 distinct volume and promo usage profiles
What I Suggest Next to Unlock Value
- Scale BOGO promos for Organic and Decaf in high-velocity regions
- Rebalance shelf pricing for price-sensitive SKUs
- Tailor promo depth and messaging by retailer cluster