How we helped a food major optimise their in-store activation in traditional trade post pandemic

THE CHALLENGE:

An Indian food major wanted to understand how the pandemic had changed the purchase journey in the traditional trade stores. Basis this understanding, they would identify the key In-store cues to leverage.

BRANDSCAPES INSIGHTS:

  • Detailed every stage of purchase journey from mission, planning, pre-store, & in-store engagement.
  • Assessed shifts in behavior on mission, planning, touchpoints etc. owing to the pandemic.
  • Criticality of visibility & impact of in-store cues on unplanned shoppers.
  • Specific action for key brands with respect to planning , mission & touchpoints.

MARKETING ACTIONS:

  • Touchpoints leveraged in-store across store formats & pop-stratas.
  • POSM prioritization to break the clutter.
  • Leveraged Purchase Decision Tree for assortment & arrangement (planogram).
  • Promotions that engage for the category.

OUTCOME:

Client identied growth drivers at point of purchase and pre-store criteria to win with shoppers.
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