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Enabling Excellent ExecutionE3
What you did to overcome:
The recommendation was customer specific and tailor made to its Multi media fixture
Data sharing was a prerequisite for the Store test. The control store was agreed together with the Buyer Direct contact with the Buyer on a regular basis Very close and more frequent follow up in store to adapt the order process
with store staff
Best Practice Sharing example : Photo Media department SBS test in Belgium
Objectives of the in store initiative:
Energizer gained brand exclusivity at Photo Department in Carrefour. This was a great opportunity to demonstrate our expertize through a dedicated SBS solution
for the Multi media section that could help the Category growth.Main Objectives: - Maximise fixture visibility / Optimise the assortment - Provide clarity / information to shoppers (Clear products segmentation- Information/visuals aligned with devices sold in the area)- Maximise sales / Organise trade-up with focus on Performance batteries
Learning’s & ‘Hints & tips’:
Add comments about how we might continually improve
During the test period, it would make it easier if Energizer could manage everything (orders and merchandising ) to limit the number or people involved and to avoid OOS
Add comments about Field/Merchandising teams might helpExecution:
Challenges:
Gaining retailer permission to conduct testing Getting the right Sell-out data to complete the analysis Choosing a similar Store to have it as Control store Remind about the data sharing delivery every month. OOS issues due to extra sell-out
Investment & Resources:
Tailor made visuals for Test sign off Tailor made Materials for in store implementation Customer data sharing analysis Sales force in store implementation + additional visits for test follow up
What has been measured?
• Impact on brand sales (value, volume and by segment) of ‘new’ tested solution versus control stores and vs total National Carrefour sales
A very regular store visit in essential during the first weeks of the test, to adjust to new conditions, adapt orders and maintain the fixture. The store staff implication and motivation is key.Confidential! Internal Energizer use only
Enabling Excellent ExecutionE3
Best Practice Sharing example : Photo Media department SBS test in Belgium
Initiative details
BEFORE… NOW !
Fixture not really visible from distance,
hardly maintained & often messy- No clear products segmentation
- No shopper information
- No link with (high tech) devices
Enhanced visibility & attractiveness thanks to header and dressage panels
- Optimised Products segmentation to organise the trade up
- Informative panels to help informed choice and avoid delayed purchase
- Clear link made with high tech devices sold in the multi media department
- Easier fixture maintenance
Confidential! Internal Energizer use only
Enabling Excellent ExecutionE3
What was achieved - Data
• What measurable change was achieved?
• Sales uplift for brand versus control stores• Outperformance vs Total Carrefour stores on all main Products Categories, with Double digit growth on
Rechargeables and Specialties & Lithium (thanks to specific Shopper communications on shelf)
Best Practice Sharing example : Photo Media department SBS test in Belgium
Confidential! Internal Energizer use only
Enabling Excellent ExecutionE3
What was achieved – Visuals
Header for visibility from a distance
Header for Alkaline & Lithium
Info panels for Lithium batteries
Side panel to get visibility from the side & create a link with devices
Best Practice Sharing example : Photo Media department SBS test in Belgium
Confidential! Internal Energizer use only
Enabling Excellent ExecutionE3
What was achieved – Testimonial
Retailer’s feedback Renaud Lothe
Dept. Manager at Carrefour Auderghem - Belgium
“ The multi media department is a strategic place for batteries.
Compared to the previous fixture, this new layout is a great improvement !• For the shoppers, the battery offer is much
clearer• For us, the replenishment is simplified.
Rotations were clearly boosted. We could see it from the very beginning, as we had to order much more often than before to avoid OOS.
The highest growth could be seen on Specialty batteries.
Yes, I would definitely recommend this fixture layout to the other stores !”
Best Practice Sharing example : Photo Media department SBS test in Belgium
Confidential! Internal Energizer use only