An Ice Cream Manufacturer Successfully Launched New Products Thanks to Wiser’s In-Store Retail Intelligence
A renowned ice cream manufacturer uncovered and addressed issues within the first two weeks of a product launch thanks to real-time visibility on distribution and in-store execution.
The ice cream manufacturer partnered with Wiser Solutions to track the first two weeks of the launch of their new ice cream range which included four different SKUs.
Throughout the campaign, shoppers reported SKUs distribution, on-shelf availability, price, planogram, and promotional materials at the store level.
Challenges
During the first two weeks of the product launch, the brand invested heavily in both above and below the line marketing to drive conversion in-store.
The manufacturer ran a promotion and offered the ice cream range at a discounted price to encourage their shoppers to try new flavors. They also invested in branded POS to catch shoppers’ attention while browsing the freezers.
Solutions
Wiser used its crowd of mystery shoppers to gather the in-store data. This crowd visited 400 stores across Australia and reported at least 60 percent of stores didn’t display any of the new SKUs in the ice cream range.
In the remaining 40 percent of the stores, only some of the new flavors were available. One SKU, in particular, was only reported in less than 1 percent of the stores.
Eighty percent of shoppers also reported that the promotional material was unavailable, including the special tag highlighting the price discount, which Wiser identified to have a great impact on shoppers’ likelihood to purchase the new range: where the promotional price was present, shoppers were 1.2 times more likely to try a new ice cream flavor.
PRODUCTS USED:
Wiser's mystery shoppers visited 400 stores across Australia and reported at least 60% of stores didn’t display any of the new SKUs in the ice cream range.
Results
The manufacturer was able to uncover two important issues: product distribution and POS availability.
Wiser data was leveraged to investigate why the time to market was slow and a problem with logistics was uncovered on the retailer’s side.
In parallel, the account team was informed of the missing promotional material and contacted their retail partners to investigate the reason why the merchandising wasn’t in the store. They were informed there was an issue with the delivery of the POS.
Thanks to real-time visibility on the in-store execution, the customer was able to address both issues within the first weeks of launch and set the new product launch up for success.
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