Download David Hutchison`s Presentation

High Visibility
Enhancement Strategy
Prepared for
Associated Wholesale Grocers
Strategic Objectives
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Increase Visibility
Inform consumers of Best Choice options
Product in every aisle
Perception of higher standard than National
Brands
Drivers in the short-term
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Import Olive Oil
Window Cleaner
Cereal
Coffee
Easy Skillet
Popcorn
Retail environments...
• Price Chopper / Hen House / Apple Market
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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
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More single person households
Aging (but affluent) population
More working women
Changing health concious lifestyles
Increasing sophistication of consumers (affluent
Kids)
Metrics
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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