Wilkinson Sword

Background:

As a challenger brand its hard to grow share.

Insight:

The concern around buying the right blades for their existing handle, or choosing a razor that is right for needs means that 40% of shoppers who stop at the shaving section don’t buy.

Creating more shopper friendly shelf layouts is the key to growing conversion.

Action:

Motion‐sensitive – lights come to life when shopper passes by the fixture

Result:

Not available

Ref

Heydon, T. (2012). Energizer. Category Management & Shopper Marketing. London: IGD.

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