Context and issues
The aperitif universe is growing, but not all categories are benefiting from this growth, especially the PSAs.
Despite this, PSAs remain a very popular category for their festive and convivial dimension. Shoppers are consuming in a guilt-free manner, with pleasure being the predominant theme!
The findings are encouraging, with good transformation and impulse rates, but an insufficient number of items per basket and purchases concentrated on a few leading brands, which often run out.
Consumers are also looking for innovations, which they cannot see on the shelf.
Segmentation is difficult to identify, which makes navigation complex.
Actions
Merchandising guidelines :
Creating new, modern and attractive usage segments
Optimise assortments to improve the shelf capacity of leaders
Give rhythm to facilitate the discovery of offers
Make it easier to find what you are looking for in order to trigger an impulse
Highlighting innovations
Propose attractive category markings
Results
Currently being deployed.
- < previous referencesBiocanina : New merchandising approach
- next references >Hygena : Retail concept
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