Instore-Visibility-Increase through multi-brand promotion
A customer carries out a national promotion for 2 months with several company brands and several promotion mechanisms (including multibuy and lottery).
What influence does the promotion have on the performance of the product portfolio?
Are there individual brands of the manufacturer that particularly benefit from the promotion?
How do markets perform where additional POS material is used to increase the attention of the promotion?
Scanner data and receipt analysis as well as Payback loyalty card analysis for deeper insights:
From 100 stores (to evaluate the national situation)
From 10 merchandised test stores (to evaluate the performance with optimized visibility)
Compared to the preliminary phase, no general positive impact of the promotion could be determined in the 100 stores analyzed. Only 2 brands of the manufacturer showed a sales uplift
In the 10 stores with increased in-store visibility, a sales uplift of +4% was achieved for the manufacturer's entire product portfolio. In the merchandised test group 4 brands achieved positive promotion results