ISS recommended how gondola ends should be merchandised based on customer buying habits
Gondola ends merchandising
Retailer asked ISS to identify items bought in the same basket in order to create a promotional end based on customers buying habits
By displaying these products together, it would make it easier for customers to find products they purchase at the same time and drive basket size
Confectionery buyers purchasing bags or blocks and chip buyers purchasing large bags of chips also buy larger size of drinks for entertaining or a night in
Medium and king chocolate bar buyers buy smaller drink sizes for a snack ‘on the go’ occasion
Coke and Coke Zero 1.25LT buyers are more likely to buy Sprite
V Can 4 x 250ml buyers buy more than one flavour variant in the same shop
Based on the key insights the recommendation was to create destination ends that are occasion based
Incremental sales growth for Sprite 1.25LT was 7.5% or $6.8k
M&Ms, Maltesers, Smiths and Red Rock Deli had an increase of $24k (+6.2%) compared to an average of the previous 5 highest sales promotional periods
Cadbury 220g, Mars King Bars and Pringles had an increase of $118k (+14.5%) compared to an average of the previous 5 highest sales promotional periods
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