Boosting Beer Sales by Mapping the In-Store Journey
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We recruited 1,600 shoppers at a hypermarket's entrance and tracked their paths through the store using a marketing platform. We interviewed shoppers as they left and analyzed 3,000 receipts to understand why beer sales were underperforming expectations. Our findings gave insights into how general and beer shoppers moved through the store. This allowed the brewer to optimize placements, promote cross-selling, position itself as a category leader, and strengthen relationships with retailers.
Boosting Beer Sales by Mapping the In-Store Journey
- 1. 1© Rekhaprocity Labs | Case studies The client is a leading beer brewer. Boosting beer sales by mapping the in-store journey Situation A leading brewer wanted to understand why sales at a large hypermarket were under- performing against its expectations. It wanted to get hard data about how the layout of the store in general, and the beer section in particular, were shaping consumer behavior. Approach We recruited 1,600 respondents at the entrance of the store and interviewed them. Then we tracked their path data using our marketing platform. We interviewed our respondents as they left the store and analyzed transaction data gleaned from 3,000 cash register receipts. Outcome Our findings gave our client insight into how general and beer shoppers moved through the store. The brewer shared the results with the retailer, providing a platform for joint category management projects. Benefits include: the opportunity to increase sales through optimized in-store placements as well as cross-promotion with other products the ability of the brewer to position itself as a category leader and expert a stronger relationship with the retailer based upon a common understanding of shopping path dynamics Consumer Goods “The expertise enabled us to see actual shopper behavior in more detail than was ever possible before. This data will certainly help us to optimize store placements and improve our in- store position with retailers.” Client’s Shopper Insight Manager