Define, measure and deploy a new merchandising approach

Challenge:

Develop, quantify, and implement an innovative merchandising strategy for a leading coffee capsule brand, showcasing its impact on category performance and elevating its resale potential across diverse retailers.

This initiative was conducted over a 6-month period and implemented in 7 hypermarkets.

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Solution

- Measure the impact of the newmerchandising approach in test stores VS control stores and identify keyactivated drivers.
- Evaluate the total coffee approach through recruitment in test stores VS control stores.
- Analyze the average basket size, a crucial factor for the success of the leading coffee capsule brand test.
- Assess the performance of the merchandising test and validate its coherence at both the category and brand levels.

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Results

✅ Boosted the Category Performance: Witnessed a growth gap between test and control stores in 7 hypermarkets, driven by recruitment and unit volume contribution.

✅ Improved Brand Success: leading coffee capsule brand experienced a boost in test stores, following the categorical approach implemented using Al and Data.

✅ Expanded Customer Base: The initiative attracted new customers based on their life stages and shopping habits. Every targeted group saw an increase in customers during the tests

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