Using Wiser Solutions, Beverage Brand Ensures Products Are Evenly Displayed Across Key Shopper Touchpoints
A beverage company partnered with Wiser Solutions to increase visibility on checkout fridges in grocery channels. The brand noticed that, despite excellent product distribution, their sales weren’t at the expected level and they were failing to achieve profitability in checkout fridges.
Wiser Solutions was asked to send shoppers, using its mystery shopping app Snooper, to grocery stores and report product execution in the checkout fridge area to assess what was driving the lower level of sales.
Challenges
Approximately one-third of shoppers make a significant unplanned purchase weekly. Positioning products at the checkout area is a strategy widely used to increase visibility to shoppers and drive higher sales.
In the beverage category, impulse fridges can account for a substantial portion of the sales. Therefore, brands invest big money to be positioned in that space, and it’s extremely important to be present in the moment of truth: shopper’s check-out.
Solutions
Shoppers were sent to stores to check the planogram of every fridge and report the number of facings of the products (at fridge level).
Eighty percent of the stores visited had most products grouped in one single checkout fridge, while other fridges had none of their products available for shoppers. The inconsistent distribution across impulse fridges was impacting sales negatively, as shoppers weren’t exposed to the customer’s brand or encouraged to impulse buy their beverages and were more likely to purchase the competitors’ brand.
PRODUCTS USED:
80% of the stores visited had most products grouped in one single checkout fridge, while other fridges had none of their products available for shoppers.
Results
Based on the data at the fridge level provided by Wiser, the beverage brand was able to identify the stores that weren’t in line with their impulse strategy and could reprioritize their field visits to stores with the biggest sales opportunity.
The aggregated data available to the sales team did not highlight the actual problem (at fridge level), hence the low profitability in checkout fridges. When the impulse strategy is executed correctly, it creates a positive impact on both the retailers and the brands. Real-time insights and more efficient use of the field force can lead to up to 15 percent sales uplift by improving planogram execution.
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