Consumer Goods

CHALLENGE

A major FMCG player approached us for growth of their Deodorant portfolio. Brand had initiated a VM campaign across country. The campaign’s sales impact was below expectations

APPROACH
  • Studied the retailer attitude towards in-store POS to evaluate its effectiveness
  • Conducted noticeable and visibility studies
  • Conducted Shop Along research by tracking shopper remotely by the RQs trained tracker around the store, from enter to exit. The tracker observed and recorded Shopper movements and actions throughout their in store journey
  • An Intercept interview was carried out on the tracked shopper to capture POS Noticeability and Perceptions
IMPACT
  • 27% QoQ increase in sales
  • Mapping findings with store layouts pointed out potential ‘barriers’ that hindered customers from actually going to certain areas and interacting with the POS merchandising
  • Hot and cold spots were detailed out
  • Localised content to improve noticeability and recall