Flora x Unlimitail: Turning Transactional Data into Strategic Insights

The launch of a new product range is always a defining moment. For Flora, the strategic challenge was clear: to establish a leadership position within the plant-based butter alternative category during an exclusive preview at Carrefour. While sales figures are essential for tracking volume, they don’t tell the whole story. Beyond the numbers, the brand needed a deeper understanding of its consumers to capture real product perception once the packaging was opened.
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This is where Unlimitail adds value. Our approach transforms transactional data into a qualitative research tool of unprecedented precision, proving that Retail Media is just as much a vector for consumer insights as it is an activation lever.

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From Proof of Purchase to Real-World Truth

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To address Flora’s specific challenges, Unlimitail developed a unique framework to directly survey consumers from the past 12 months about their brand experience. Leveraging a pool of 14 million loyalty cardholders, Unlimitail isolated aqualified group of 500 verified buyers. This approach eliminates the usual biases of traditional surveys, ensuring that feedback comes exclusively from confirmed customers.

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Strategic Insights: Decoding the Shopper

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This method provided the brand with a vision far richer than simple sales metrics. The study first defined the buyer’s sociodemographic profile, revealing a customer base that is 80% female and family-oriented. Far from being a niche or "trial" purchase, the product quickly integrated into household routines: 38% of customers purchase it at least once a week.

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Flora’s success goes beyond the kitchen. With an outstanding satisfaction score of 8.8/10, the brand has built a genuine bond of trust; 97% of consumers intend to repurchase.

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Finally, the study highlights how Flora fits into daily habits. By decoding consumer trade-offs and decision-making logic, it provides a better understanding of brand adoption drivers, allowing for more refined targeting aligned with shopper expectations.

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Shopper Data: From Insight to Action

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‍These results offer Flora a clear operational roadmap. R&D and Marketing teams received concrete validation of the product’s performance, as noted by the brand’s leadership:

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"This framework finally allowed us to understand exactly how our products are used in daily life. Beyond sales, we gained a faithful view of the product experience: who is buying, how they consume it, and what motivates the purchase," says Agathe Daschier, Brand Manager at Flora. "This study provides a solid foundation to refine our targeting and guide futureproduct development. It has become a concrete strategic tool for our marketing decisions."

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Ultimately, this case demonstrates that Retail Media data is an indispensable decision-making tool. By coupling the rigor of real-world data with the subtlety of the qualitative, this approach offers all brands the opportunity to base their growth on an intimate and verified understanding of their consumers.

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