Sales uplift through second shelf placement

01.

Background

A customer wants to determine the uplift potential of his top 3 SKUs if they are additionally placed in another category

02.

Research Questions

  • What influence does the additional placement of the three articles on another shelf have?
  • Does the second shelf placement cause cannibalization effects to the core placement?
03.

Approach

In order to be able to compare the purchasing behavior from the two shelves and determine cannibalization effects, the test articles on the 2nd shelf were labelled with a separate EAN.


Real Life Storetest incl. Scanner Data Analysis

  • 12 weeks test period in one control and one test group at REWE
  • Control group: national situation (placement in brand block)
  • Test group: Placement in brand block + second shelf placement in another category

Loyalty Card Analysis

  • Basic KPI analysis (penetration, repurchase rate, number of shoppers and purchases, turnover per purchase, …) for REWE Payback (n > 40.000 shoppers)
  • Pre-purchase analysis to determine the "source of business".
04.

Results

 

Real Life Storetest incl. Scanner Data Analysis

  • Through the second shelf placement, a sales and turnover uplift of >30% was achieved for the test products, without any cannibalization to the actual shelf placement
  • The sales uplift of the brand amounts to +7% overall

Loyalty Card Analysis

  • The additional shelf placement activates additional shoppers for the overall brand
  •  Shoppers of the additional shelf placement are slightly younger and have a lower repurchase rate than shoppers of the regular placement in the brand block

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