Meat Snacking 2020: From insights to roll-out in 2000 stores
01.
Background
The snack segment in Germany is growing, but its potential is not being recognised everywhere. In particular, the visibility of the in-store category leaves room for improvement
Through its brands BiFi and Jack Link‘s, LSI has set itself the goal of making the meat snack category more attractive
02.
Questions (extract)
Who are the shoppers in the meat snack category?
What does the shopper journey look like in this category?
Where do shoppers expect to find meat snacks in the store, and how should the category be structured?
What is the ideal layout for the category, and what particular role is played by the brands BiFi and Jack Link‘s?
What is the ideal location for meat snack displays?
03.
Approach
5-stage shopper study consisting of:
Analysis of 2,500 POS photos to identify inconsistent product presentations
Focus groups & shop-alongs to find out what shoppers expect from the category
Online survey of >1,600 meat snack shoppers
Optimisation of the category’s visibility
Testing of the new shelf layout for 3 months in 6 REWE and 6 EDEKA test stores
04.
Results (extract)
At EDEKA, a net change of +17.9% was achieved for the entire meat snack category. The BiFi and Jack Link's brands achieved a net change of approx. +34% each
The study gained well-founded insights into secondary placement locations for the meat snack category (highest uplift in the fruit/vegetable section, with salty snacks, in the checkout area and in the baking department)
The study’s findings were summarised in the "Orange Rules", which have been used to optimise around 2,000 stores to date
Sie möchten mehr zu unserem durchgeführten Projekt mit Jack Link's und Bifi erfahren?
Dann schauen Sie sich jetzt das Video zum Projekt an:
