How Compelling In-store Insights

can Change Retailer Tactics

Thomas ThorfinnStrategic Category Advisor Cloetta, CPSA

Top 20 Worldwide Confectionary manufacturer. 3,000 employees in 15 countries. Products sold in 50 markets worldwide.

Yearly turnover of 750 Million USD.

How Compelling In-store Insights

can Change Retailer Tactics

SHOPPER SAFARI

Horisontal Vertical

LOOK AT OTHER CATEGORIES

LOOK AT YOUR CATEGORY

Controlled store tests

Can we increase sales with the new planogram?Which segment should go first and last in the flow?

Where shall the Sign Post Brand be placed?

Shopper flow

HEAD OFFICE STORE LETTER

SALES MATERIAL

PLANOGRAM CONVERTER

Testimonial

2014 2015/2016 2016Best Custom Assortment

• Focus on in-store Shopper Insights – kill the myths!

• Focus on one customer and one banner at a time – make them special.

• Create a sense of urgency!

• Have a clear strategy on what you want to accomplish.

• Test your ideas - together.

• Implement as soon as possible – help out.

• Follow up – as often as possible.

• Resell Goodies – if it has worked once it will work again.