Client Description

A leading North American Food Manufacturer.

Background

Manufacturer was faced with a category that was seen by shoppers and consumers as dated, hard to shop and products that were not fresh looking. The category had excess assortment and was organized strictly by product and package type. The category was also under pressure by adjacent categories looking for increased space.

Objectives

Create a go-to-market platform to deliver shopper and consumer preferred assortments, section layout and in-store excitement and attractiveness. Increase sales in a category that was losing share to prepared foods and perimeter departments.

TPG Approach

Leveraging TPG’s proprietary Category Leadership Program approach a “shopping experience excellence” project was developed. Research and shopper insights revealed that meal occasion was the primary method of shopping the category. Further research and testing led to insights that identified key shopper triggers that drove multiple purchases across key segments within the category. TPG led multiple retailer interface projects with key retailers to test customized assortments and section arrangements.

Impact/Results

New department and category layout delivered shopper preferred shelf sets and these occasion-based arrangements delivered increased category sales. New insights-driven merchandising strategies drove improved lift and cross-segment purchasing. Key retailers adopted the new insights-driven arrangements and product assortments, creating in-store shopper excitement and increased sales +6%.