Category: Food, Grocery & Convenience – Permanent
Location: Sydney, NSW, Australia
Submitter: ID8 Studio

Objectives

CLIENT OBJECTIVE: Win back front of store at Independent stores with a focus on providing our field team with the right POP display unit, utilizing unused ‘airspace’ into valuable selling space, driving incremental sales of our ‘gold range’ of merchandise (includes KITKAT, other confectionery and cold solutions)

INSIGHTS:
– 75% of all confectionery sales are impulsive
– Shoppers actively avoid the confectionery aisle
– Presence at front of store is crucial to the success of confectionery

INDEPENDENT STORE INSIGHTS: Shoppers are increasingly using Independent stores for “top up shops” rather than their main food shop. This has resulted in:

• Shoppers exclusively using express and self-checkouts
• Many non-express checkouts being permanently closed
• IGA adopting a “Buy as you Need” strategy focused on smaller baskets sizes

DESIGN CHALLENGE:
• FLEXIBILITY: Display to adapt to a variety of different locations
• ADAPTABLE: Compatible with all store footprints and hardware
• PERMANENT: Secured to store hardware to create permanency
• SEAMLESS: Integrated into the overcrowded express checkout area
• ADAPTABLE: Easy for the field to assemble and expand without the use of tools
• SLEEK: Aesthetically fit into any store décor
• NEW REAL ESTATE: Turn airspace around checkouts into selling space

REQUIREMENTS, SALES AND BRANDING OBJECTIVES:
• 400 units into 250 independent stores at express and self-check outs
• Incremental ranging at front of store
• Increase sales on KITKAT 45g and KITKAT Chunky by 20% over 2 months (vs YA)
• Increase presence at the “always open” express checkouts
 

How were the objectives met?

The Nestle Odyssey POP Displays totally transformed the “always open” checkouts turning airspace into primary selling space.

It allowed Nestle to win back front of store, aligning with the shopper led “Buy as you need” strategy supported by Independent stores.

The display design was seamless with minimal design disruption, but kept the “Gold Range” within arm’s reach of shoppers.

The sales results were exceptional and unprecedented, creating a ghost zone into a highly profitable sales area fulfilling objectives above and beyond KPI’s in only 12 weeks!

SALES RESULTS: Increased sales across our “Gold Range” over March and April 2019 with impressive uplifts on our hero SKU’s;
– KITKAT 45g +40%
– KITKAT Chunky +20%

DESIGN AND FUNCTIONAL OBJECTIVES MET:

The décor in Independent stores varies in appearance, layout and hardware. We designed the unit to be:
• PREMIUM, BUT NEUTRAL
o Clean white frame
o Wood grain effect
o White Metal attachments
o Integrated lighting
• ADAPTABLE FOR ALL STORE DESIGNS, including:
o Newly renovated stores with more rustic, premium finishes
o Standard store layouts
o All store sizes from grade 1 to grade 3
• FLEXIBLE AND EASY
o Universal parts easily click together without tools
o Change from 1 facing up to 9 facing using common parts
o Can be placed in any location (including tight spaces)
• VERSATILE FOR ALL IN-STORE LOCATIONS
o Updatable SKU decals allow tailored ranging
o Attaches to existing store hardware
o Various attachments include for walls, floor standing, coolers & counter

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