The retail landscape is rapidly evolving. Consumers have a lot of opportunities for places to shop and this fragments consumer perceptions.

The evolution from natural to mainstream was really long but is getting shorter and shorter. The independent and natural channel retail brands need to evolve faster to keep up with conventional retailers.

Indie and natural retailers are considered incubators of innovation and consumer relationship leaders who pride themselves on having their thumb on the pulse of the natural industry.

Buying is an art and a science, and data validates the art of buying 

In the midst of change, retailers and brands leverage data to adapt—this is a must.

Data uncovers the drivers of growth, assesses marketplace dynamics and identifies opportunities for innovation. 

The use of data on an operational level allows Independent Natural Food Retailers Association (INFRA) to track the health of individual and organizational members as well as determine the best promotional opportunities within the industry. 

The opportunity for elevated efficiencies and bolstered successes is showcased in examples of how INFRA members use data to review and reset. 

What are the next steps if you want to gather your information for data review?

“When you look at incrementality and driving the consumer purchase, it’s not just about what is already selling really well, it’s about putting that thing out there that says ‘this is our brand, this is who we are’, and shows that you understand what value looks like through the consumer lens,” Christina Chambers said.

How do you know when you hit that optimal brand saturation on your shelves?

Individualization is so important to today’s consumer that there is no way to win with a blanket approach. 

Understand the trends, it’s not just numbers.

Understand your buyers and be ready when your market is ready. 

Beyond customer sales data, what opportunities exist to understand the customer?

We’re on the cusp of how of how Natural 3.0 is changing.

We need to figure out how we meet the customer’s needs and how to apply that attribution to the industry as a whole. 

Instead of "better for you," what does "better tomorrow" look like in products?