Shopper Engagement – Chilled Foods Manufacturer
Client Description
Refrigerated Meats Manufacturer
Background
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Stale, dated area of the store.
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Section organized strictly by product & package type.
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The category had too much assortment and was being squeezed further as prepared foods were encroaching on the category space.
Objective
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TPG led a ‘shopping experience excellence’ foundation project with the manufacturer resulting in a completely new execution of the Refrigerated Meats section.
TPG Approach
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Research revealed that the shopper shops by meal occasion (Ie. breakfast, lunch, dinner) and that fueled the new arrangement.
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New shopper marketing execution at the point of sale was designed to drive ease of shopping and to reposition the category as a wider solution.
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A creative “cooler” program was developed to extend new display locations in strategic areas of the store.
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TPG also led interface projects with major retail customers.
Impact/Results
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7.5% category growth after deployment of new in-store concept at key retailers.