Christophe Pirotte: Me mySHELF and I

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Christophe Pirotte: Me mySHELF and I

Christophe Pirotte: Me mySHELF and I

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  • 1. me mySHELF and I choice at home vs choice on shelf
  • 2. PARADOX of CHOICE Preoccupied by decisions maximize WELFARE  maximize FREEDOM  maximize CHOICE B. Schwartz, prof. Social theory and social action – studies link economy/psychology MAKE IT EASIER – NARROW DOWN CHOICE Effects of this choice Paralysis – no liberation Less satisfaction – more regret
  • 3. THE SAUCE SHELF CONFUSION – FEELING UNCOMFORTABLE
  • 4. DECISION POINT ??
    • HOME
    • AT SHELF
    WHERE DO THEY DECIDE? WHAT DO THEY DECIDE WHERE?
  • 5. CASE STUDY
    • OFF SHELF
    • ON SHELF
    • COMPARISON GERMANY
  • 6. OFF SHELF
  • 7. OFF SHELF 4 subsegments non-tomato sauces tomato sauces with additions pure tomato sauces meat sauces X People think in recipe Brand Producer Price People think in sub types
  • 8. ON SHELF: brand prevails
  • 9. Recipe and brand have different roles
  • 10. Consumer mind HOME recipe SHOPPING LIST reminder generically written recall of choice recipe SHELF brand recipe price
  • 11. What Barilla did
    • Organising shelf according brand
      • So consumers find it easy
    • Within brand according 3 sub segments
      • RTU sauces
      • Pure tomato is strictly speaking another category
  • 12. Examples of shelves Before After
  • 13. Results
    • Dramatic increase in sales
      • Category as a whole increased
      • Re-organisation of the shelf
      • Visual merchandising
    • Targets – results of this project
    > 10% +10% Volume PL > 8% +8% Value stable Volume Result Target
  • 14. What to remember
    • Consumer at home ≠ consumer on shelf
      • Different decision criteria
      • Both on shelf and off shelf insight is needed
    • Not necessary to reflect category perception on shelf – it is about easy to find
    • Not too many SKU’s  avoid confusion + paralysis
  • 15.
    • QUESTIONS?