A major food and beverage manufacturer set a goal to increase its share of shelf at a major retailer. To do so, it needed to sell in a strategic aisle reinvention plan at the retailer, which involved drastic changes to the shelf. The manufacturer needed to elevate the in-aisle shopping experience among category enthusiasts at each location.
Supported by IRI, the client developed a holistic strategy for improving shelf assortment. Using IRI Assortment Optimization, the team identified products with lower incremental contribution to category sales as candidates to remove from the shelf. Next, they identified distribution voids that could be added based on their ability to create the most incremental growth to the category. Lastly, they simulated the incremental opportunity of adding in the manufacturer’s innovation. Using the simulation results, the manufacturer both identified opportunities for its own brands and provided a full aisle assortment recommendation to the retailer that would benefit the entire category. This allowed the manufacturer and retailer to derisk the decision to make a significant change to the shelf.
The compelling use of IRI analytics contributed to the manufacturer earning the retailer’s coveted 2019 “Vendor of the Year” award across all food and beverage.
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