Display Optimization for a Liquid Milk Brand in Hypermarket
Channel Monitoring
Project Background and Purpose
The client commissioned Loya International to conduct a special study to optimize the display of a specific category in order to develop a better shelf display strategy. We optimized the in-store displays according to the client's needs and evaluated the effectiveness of different combinations of area displays.
Research category: a brand of liquid milk
Research Channel: Hypermarket
Project Implementation Methodology
Determine the display area according to the correlation of purchase between categories: analyze the main categories that customers will buy at the same time when they buy this category, and use this as the key display area of the main shelf.
According to the number of single consumption and series of target sales ratio, determine the SKU row: analyze the number of single consumption of each series of customers to assess the product flow rate, and at the same time combined with the target sales of each series to calculate the final SKU row.
Determine the display order according to the related purchases within the category: analyze the related purchases within the category, determine the SKUs that have the closest relationship between the product brand and other brands in the category, and display the corresponding SKUs close to other brands.
Project Results
The main shelf area should preferably be positioned adjacent to the meat, noodles and produce sections, while secondary displays should prioritize proximity to the biscuit, chocolate and snack aisle. Taking Store A of B Guangzhou as an example: Premium milk products (B-High Tier) demonstrate higher average purchase quantities per transaction, whereas economy milk (B-Low Tier) generates the highest total sales volume. SKU facings can be determined through formula-based calculations aligning with these purchase patterns.
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Loya International Marketing Research Co., Ltd.
Tel:+86 (0)20-38361007
David|13533653828|David@dgchina.com
Location: Guangzhou, China
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