CHALLENGE

A global FMCG player operating in men’s shaving products strived to reinforce its ‘’Go-To’’ market capabilities. Their new distribution mechanisms and innovative in-store marketing programs didn’t see the desired sales impact. Products not being displayed as per set SOPs on open shelves being the key issue.

APPROACH

• The RQ trained respondents visited each of the 25 Key LFR partner stores as and conducted observation surveys
• Evaluated retail stores against parameters covering stock presence, hygiene, and displays
• Mapped compliance for stocks available in open shelf or closed shelf
• Checked if there was a last minute pickup opportunity with stocks being available at checkout counters
• The survey findings were mapped with sales for the individual partner stores to measure the impact on sales

IMPACT

• 17% increase in sales at checkout counters by product displays
• Real time fixing of store level issues through a real time online dashboard
• Designed an escalation matrix with a call-to- action for driving performance improvements