Enabling Excellent ExecutionE3

A Template has been designed for you to do this (page 1 of 3)This provides simplicity & consistency in reporting

Objectives of the in store initiative:

• Determine the value of taking a true ‘shopper marketing’ orientated approach to in store support of NPD promotional activity, versus previous visibility approaches

• Leveraging prior investment in shopper behaviour understanding, develop and measure impact of a communication materials kit designed to overcome shopper barriers to purchase

Learning’s & ‘Hints & tips’:

Add comments relating to Teamwork

Add comments relating to how we might work

with Customers

Add comments about how we might continually

Improve

And, add comments about how our

Field/Merchandising teams might help Execution

Challenges:

• Test implementation Gaining retailer permission to conduct testing Identification and logistics of 3 distinct test panels of

stores Gaining retailer sign off for shopper comm toolsWhat you did to overcome:

• Selling story Developed a concise presentation, delivered in person to retailers, to

outline the purpose (changing demands of shoppers) and potential benefit (sales)

• Logistics• Employed test agency TNS to manage logistics and compliance,

leveraging their retailer/field connections and experience

Investment & Resources:

• Testing and compliance Budget required to conduct measurement and manage store

compliance Key Account Data costs (store level sales)

What has been measured?

• Impact on brand sales (value and volume) of ‘new’ tested solution (pure shopper marketing kit), prior WS solution (1 brand message kit) versus control stores with standard retailer implementation,

• Shopper behaviour and reaction in relation to each tested solution

Enabling Excellent ExecutionE3

A Template has been designed for you to do this (page 2 of 3)This provides simplicity & consistency in reporting

What was achieved - Data

• What measurable change was achieved? For example, can you answer one or more of the following?:• Sales uplift for brand versus control stores• Sales uplift for brand versus prior time period• Sales uplift for category versus control stores• Sales uplift for category versus prior time period

Enabling Excellent ExecutionE3

A Template has been designed for you to do this (page 3 of 3)This provides simplicity & consistency in reporting

What was achieved – Visuals or testimonial

• Please add a picture that is representative of the initiative achieved• Is there any comment relating to the initiative received from the retail customer that you can include?