The Branded Pantry

We did a bit of work recently looking at a major retailer display program in a top 3 retailer across the stores in a top ten marketing area.  The retailer accounts for almost 50% of FMCG (Fast Moving Consumer Goods) sales in this market so, if the manufacturer is going to succeed in using display in this market, either standalone or in conjunction with other in-store media . . . they need to succeed with this retailer. 

Some interesting findings based on the ShelfSnap analysis.  The retailer took pictures of all of their displays, uploaded them to our service and we identified the products, facings, OOS, assortment etc. on the displays.  Some findings:

1.    All stores that had the display up.

2.    58% had the two brands included in the promotion that were specified . . . wow!

3.    All stores that had the display had an endcap.  Of those stores:

a.    20% had a 7 shelf endcap  (why do we care?, it affects assortment of flavors!)

b.    42% had a 6 shelf endcap

c.    38% had a 5 shelf endcap

4.    A total of 10 items were displayed across the stores displaying the Brands.  Range was between 7 and 9 items in any given store.

a.    Stores with 7 shelves had 9 varieties

b.    Stores with 6 shelves averaged 8 varieties

c.    Stores with 5 shelves averaged 6.5 varieties.

5.    60% of the varieties were handled in all displaying stores, 10% of the varieties were handled in less than 20% of the stores displaying.

6.    The range of FACINGS (products along the shelf-edge) available to consumers ranged from 34 to 50 in stores displaying. 

 A vendor paid for this display program.  Retailers and vendors alike rely on displays like this to generate traffic, peak consumer interest and purchase and build the brand ongoing.

Was this a successful display execution?  How many varieties were planned for each store display?  Does a missing variety indicate a product distribution problem or a display execution problem?  Are disparities in assortment based on popularity of a variety or overstock of the least popular varieties?  Were these variances planned?

ShelfSnap asserts these questions should be answered.  The program should be correctly evaluated with a complete view of the execution and its impact.  To that end we have tuned our Display Execution Module to answer those questions.