Insights from in-store tracking and interviews gave a brewer the insights it needed to improve the in-store situation of its brands with a major retailer

1. Consumer Goods
BOOSTING BEER SALES BY
MAPPING THE IN-STORE JOURNEY
The client
A leading brewer in the Czech Republic.
Situation
This leading brewer wanted to
understand why sales at a large
hypermarket were underperforming
against its expectations. It wanted to
get hard data about how the layout
of the store in general and the beer
section in particular were shaping
consumer behavior. Securing the
retailer’s buy-in was essential to
successfully conducting the research
and implementing changes prompted
by the findings.
Approach
Our comprehensive approach linked
multiple data points together to
efficiently map the in-store journey –
from planning to shopping to purchase
– among a representative sample of the
hypermarket’s shoppers. We conducted
our research over two weeks,
measuring thousands of shopping trips.
First, we recruited 1,600 respondents
for the research project at the entrance
of the store. Our researchers conducted
an entry interview with each to learn
about their socio-demographics,
shopping frequency and purpose, usage
of store leaflets and shopping lists, and
category purchase planning.
Then, we asked them to wear radio
frequency identification (RFID) badges
so that we could track their path data
Insights from in-store RFID tracking and interviews
gave a brewer the insights it needed to improve the
in-store situation of its brands with a major retailer.
as they navigated the hypermarket and
its beer section. We interviewed our
respondents as they left the store and
analyzed transaction data gleaned from
3,000 cash register receipts.
Outcome
From our research, we produced
interactive heat maps, which
allowed the client to view shoppers
by dimensions such as socio-
demographics, category purchase,
basket size and shopping mission. This
data gave our client valuable insight
into how general and beer shoppers
moved through the store – knowledge
that it could leverage to improve the
situation of its beer brands in-store.
For example, we discovered that
shoppers who stopped in the beer
section for at least 20 seconds shopped
more intensively in the adjacent
promotional zones than those who just
visited the beer section. This pointed to
opportunities for the retailer to cross-
promote beer with other products.
We also found that beer purchases
are strongly linked with big-basket
shopping and the purchase of big-
basket product categories. This was
an argument for the retailer to focus
heavily on the beer category.
The brewer also shared the results with
the retailer, providing a platform for
the two companies to undertake joint
category management projects.
About Rekhaprocity Labs
RPL is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions.
Benefits for the brewer include:
∙∙ the opportunity to increase sales
through more effective in-store
primary and secondary placements,
as well as cross-promotion with other
products in the retailer’s store
∙∙ a stronger relationship with the
retailer based upon a common
understanding of shopping path
dynamics
∙∙ a way to position itself as a category
leader and expert
Benefits for the retailer include:
∙∙ the opportunity to increase beer
category sales
∙∙ the opportunity to drive big-basket
shopping by making beer a strong
“profile” category
∙∙ a better understanding of shopping
path dynamics for store optimization
“RPL's RFID-based
solution enabled us to see
actual shopper behavior in
more detail than was ever
possible before. This data
will certainly help us to
optimize store placements
and improve our in-store
position with retailers.”
Client’s Shopper Insight Manager
Your contact partner is there for you:
Anup Deshmukh | M +91 9773 96 96 03
ad@rekhaprocitylabs.com