BUSINESS CHALLENGE
A leading food manufacturer wanted to collaborate with retailers on improving category productivity at point of purchase.
Main aisle presentation was critical to address, given its failure to maximise the growth potential of key sub categories, leading to missed conversion opportunities & diminished basket size.
OUTCOMES SUPPORTED
Category flow relayed to promote cross shop synergies between impulsive & planned segments (7 of 8 recommendations adopted)
+600 bays of a key growth segment added across formats
+14,000 supplier facings achieved
Penetration growth in key segments within partner retailer
Category growth acceleration +3.0%
Partner retailer share of trade growth +1.0%
REAL WORLD SUPPORT
Real World partnered on a deep dive into shopper behaviour & main aisle performance; to further inform the Category Growth Strategy it had previously worked up with the client. Insight based arguments were developed towards enhanced aisle segmentation & flow; supported by commercial projections for reallocation of space, in line with category growth expectations.
CLIENT TESTIMONIAL
“Real World really helped us paint a picture of what the category could become, brought to life through the aisle of the future. We have great alignment with retailers on the potential of key segments we play in… including how some of our NPD platforms will enable plans for space expansion.”