ISS recommended how gondola ends should be merchandised based on customer buying habits

Gondola ends merchandising

Background

  • 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

 

Key insight

  • 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

 

Outcome

  • 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

Like to find out more?

If you’d like to find out how we can help you discover insights for your customers, contact us now.

Contact Us

View how we bring this to life

View the platform