Making Innovation Bigger
A major national food and beverage manufacturer who produce a steady stream of product innovation was struggling with consumer awareness and uptake in Tier 2 stores where new SKU’s had limited facings and usually no off-shelf presence. Entirely new formulations or formats are also not easily understood or risked by shoppers.
Build a medium-term, quality shopper engagement and brand education programme to drive sales in larger Tier 2 stores, primarily through the medium of product sampling. Maximise the investment and geographical coverage by rotating them between stores within a reasonable commuting radius.
A full-time national team of well-trained sales-oriented Brand Ambassadors established in 3 major centres, each with a cluster of stores within which to build the clients sales and market share.
Immersive training resulted in quality conversations across the client’s wide basket of brands and product types, resulting in cross and upselling opportunities.
A 6-days a week focus on talking up new product attributes and conducting tastings drove trial and awareness, shopper conversion from competitor products and built rate of sale in these outlets over a period.
Hundreds of thousands of quality shopper engagements logged, with 83% sampled, almost all went on to purchase. Brand awareness was significantly enhanced with 45% of shoppers leaving with the client’s product vs a product they were browsing.