virtual store - swoogo.s3.amazonaws.com · 2 3 4 understand the role beverage packages play and how...

1

Classified - Confidential

Virtual Store

Test for Success

2


The Challenge

Shoppers are busy. Creating the right merchandising solution is a win for everyone!

3


Beverage Category is evolving

How is the category growing and changing to meet shopper needs?

4


Shopper Segmentation is critical

• Mini can shoppers are a valuable source of category growth

1.5X more likely to spend

more

1.2X more likely to be less price sensitive

1.2X more likely to

purchase personal care

products

Where do we focus merchandising and marketing effort?

5


Getting the reset right is critical

Virtual testing is a simple addition to the reset process…with big impact

CreateIdentify different solutions

ConnectHow do we get more insight?

AlignAnalyze data todetermine best solution

Executefor results

2 3 4

Understand the role beveragepackages play and how to merchandise

Two distinct ways to merchandise transaction packs: 1. Vertical Block, 2. Brand Block

Analyze Category performance and shopper impact

Activate, track & steward plan

1

6


TEST: Identify optimal placement for transaction packs

Block within Brand

7


Shopper Experience Video

8


Key Finding 1: Vertical Block drove highest total category dollars, with a double digit increase in Dollars per Shopper for Transaction Packs

Increase in transaction packs drove double

digit increase in dollars per shoppers

Brand Block Vertical Block

TRANSACTION PACK SHARE

9


Key Finding 2: Transaction Packs overall and Mini Cans, specifically, performed best (Dollar Sales) in the Vertical Block

Vertical BlockBrand Block

Mini Cans

Mini Cans

10


Key Finding 3: Preference to Shop was highest within the Vertical Block set among all respondents and especially millennials, with most millennials preferring Vertical Block

All Respondents

0%

20%

40%

60%

80%

100%


Millennials

0%

20%

40%

60%

80%

100%


Prefer Don’t Prefer

11


VR Testing Leads To Positive In-Store Results

In

market

results

=15%

• Mini can category segment grew share as forecasted in VR Test

• Mini can Shopper grew in a valuable way

1.9X more shoppers buying vs.

yago

Biggest Sources of Shopper Growth

buying vs. yago

Personal Care Shoppers

Families

Loyal Shoppers

12


Dramatically reduce cost savings compared to in-store testing

$16k cost

$350K costIn-Store

Virtual

Average cost

Improve speed to market and earn the reward or risk missed sales opportunities

Average time

2 Weeks

15 weeksIn-Store

Virtual

Rich sales and attitudinal data, with

fully controlled variables

ROI of VR Testing

Eliminate store disruption that frustrate shoppers

Reduce risk of resets that don’t work and cost a retailer even more

Flexible & Collaborative testing allows you to target your shoppers and make decisions on the fly

THANK YOU!

Q&A

Melissa JurgensGroup Vice President, Customer SuccessInContext [email protected]

Liz PicarielloSenior Category AdvisorCoca-Cola North [email protected]

Emily Miller Sr. Category Manager, All Non-Regulated Beverages and MilkWalgreen [email protected]

mailto:[email protected]



virtual store - swoogo.s3.amazonaws.com · 2 3 4 understand the role beverage packages play and how...

Documents