Background

90% of a H&S shoppers buy their protein first.

To expand H&S usage, more cooking ideas have to be suggested to the shopper.

Insight

Consumers explore their enjoyment of flavor through the use of herbs and spices. That’s why the average house has 13 different ones in the cupboard.

Growth in the cooking aisle will come from inspiring new ways of preparing familiar dishes while also introducing new meal ideas in a simple, friendly way.

Action

Cross merchandise displays focused on  ‘Grill Mates’ with meat, and a new planogram.

Result

+1.1% growth in fresh meat sales vs. prior year

+122% unit growth vs previous on Spices with secondary placement

Secondary location resulted in a 12% increase in Spice category shoppers for the retailer

Ref

Jarvis, M. (2012). Inspiring throughout the shopper journey. Category Management & Shopper Marketing. London: IGD.

[polldaddy poll=8562292]