Enabling Excellent ExecutionE3

What you did to overcome:

The recommendation was customer specific and tailor made to its Multi media fixture

Data sharing was a prerequisite for the Store test. The control store was agreed together with the Buyer Direct contact with the Buyer on a regular basis Very close and more frequent follow up in store to adapt the order process

with store staff

Best Practice Sharing example : Photo Media department SBS test in Belgium

Objectives of the in store initiative:

Energizer gained brand exclusivity at Photo Department in Carrefour. This was a great opportunity to demonstrate our expertize through a dedicated SBS solution

for the Multi media section that could help the Category growth.Main Objectives: - Maximise fixture visibility / Optimise the assortment - Provide clarity / information to shoppers (Clear products segmentation- Information/visuals aligned with devices sold in the area)- Maximise sales / Organise trade-up with focus on Performance batteries

Learning’s & ‘Hints & tips’:

Add comments about how we might continually improve

During the test period, it would make it easier if Energizer could manage everything (orders and merchandising ) to limit the number or people involved and to avoid OOS

Add comments about Field/Merchandising teams might helpExecution:

Challenges:

Gaining retailer permission to conduct testing Getting the right Sell-out data to complete the analysis Choosing a similar Store to have it as Control store Remind about the data sharing delivery every month. OOS issues due to extra sell-out

Investment & Resources:

Tailor made visuals for Test sign off Tailor made Materials for in store implementation Customer data sharing analysis Sales force in store implementation + additional visits for test follow up

What has been measured?

• Impact on brand sales (value, volume and by segment) of ‘new’ tested solution versus control stores and vs total National Carrefour sales

A very regular store visit in essential during the first weeks of the test, to adjust to new conditions, adapt orders and maintain the fixture. The store staff implication and motivation is key.Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Best Practice Sharing example : Photo Media department SBS test in Belgium

Initiative details

BEFORE… NOW !

Fixture not really visible from distance,

hardly maintained & often messy- No clear products segmentation

- No shopper information

- No link with (high tech) devices

Enhanced visibility & attractiveness thanks to header and dressage panels

- Optimised Products segmentation to organise the trade up

- Informative panels to help informed choice and avoid delayed purchase

- Clear link made with high tech devices sold in the multi media department

- Easier fixture maintenance

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

What was achieved - Data

• What measurable change was achieved?

• Sales uplift for brand versus control stores• Outperformance vs Total Carrefour stores on all main Products Categories, with Double digit growth on

Rechargeables and Specialties & Lithium (thanks to specific Shopper communications on shelf)

Best Practice Sharing example : Photo Media department SBS test in Belgium

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

What was achieved – Visuals

Header for visibility from a distance

Header for Alkaline & Lithium

Info panels for Lithium batteries

Side panel to get visibility from the side & create a link with devices

Best Practice Sharing example : Photo Media department SBS test in Belgium

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

What was achieved – Testimonial

Retailer’s feedback Renaud Lothe

Dept. Manager at Carrefour Auderghem - Belgium

“ The multi media department is a strategic place for batteries.

Compared to the previous fixture, this new layout is a great improvement !• For the shoppers, the battery offer is much

clearer• For us, the replenishment is simplified.

Rotations were clearly boosted. We could see it from the very beginning, as we had to order much more often than before to avoid OOS.

The highest growth could be seen on Specialty batteries.

Yes, I would definitely recommend this fixture layout to the other stores !”

Best Practice Sharing example : Photo Media department SBS test in Belgium

Confidential! Internal Energizer use only