High Visibility Enhancement Strategy Prepared for Associated Wholesale Grocers.

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Presentation transcript:

High Visibility Enhancement Strategy Prepared for Associated Wholesale Grocers

Strategic Objectives Increase Visibility Inform consumers of Best Choice options Product in every aisle Perception of higher standard than National Brands

Drivers in the short-term Import Olive Oil Window Cleaner Cereal Coffee Easy Skillet Popcorn

Retail environments... Price Chopper / Hen House / Apple Market –Aisle specialization –Variety –Shelf management –Improved Lighting & Display Fixtures –Shopping experiences

Changes in retailing Efficient Consumer Response –Serving the consumer better, faster and at lower cost –Move from production push to demand pull through supply chains –Integrated supply chain partnerships Category Management –Resource put into understanding the consumer –Aims to stimulate demand, optimize promotions

Consumer profile Targets More single person households Aging (but affluent) population More working women Changing health concious lifestyles Increasing sophistication of consumers (affluent Kids)

Metrics Catergory growth Expansion in distribution Increased brand recognition Scientific validation

Consumer issues in the extreme….. “Today’s urban jungle is found in the aisles of our supermarkets” “The importance of packaging is a ‘4.5 second window’” 22 minutes to review 66,000 products The real competitor is time!!

Scientific Validation Independent third party research – Sonoco Institute of Packaging Design & Graphics, Clemson University Research to quantify Visibility, Attraction, and Attention Grocery store environment using Tobii gaze and eye tracking interaction technology Involving 265 participants over three days

Scientific Validation of High Visibility Enhanced products were identified 45% quicker by shoppers Enhanced products held attention 18% longer than non-foiled products Average time to identify 2 seconds Average time of attention held 1.93

Scientific Validation of High Visibility Research results have “Statistical Significance” High degree of confidence in responses captured Additional research will be performed in coming months

Future considerations... Expand enhanced SKU’s Involve HBC products Discount and Co pack stickering