Quri Releases Easter Power Period In-Store Merchandising Data For Adult Beverage Category
Insights into merchandising performance of beer, wine, and spirits released days before Easter holiday
SAN FRANCISCO, March 24, 2016 /PRNewswire/ -- Quri, the market leader in In-Store Merchandising Intelligence, today released data and insights for the Easter power period, highlighting merchandising performance in the beer, wine, and spirits categories. The data released aggregates performance across 3 categories, 13 manufacturers, and 23 brands – including Coors Light, Miller Lite, Beringer, Barefoot Cellars, Absolut Vodka, Smirnoff, and more – from among a sample of the thousands of stores measured routinely by Quri across all major retailers in the US market.
"Adult beverage brands now have data and software available to help them better merchandise their products within the complex Prohibition era three-tier distribution system," comments Justin Behar, CEO of Quri. "A great example surfaced from this data, showcasing the opportunity to increase on-shelf availability during key power periods. Take beer for example, we know most of the brands covered have full national distribution, yet were out-of-stock, on average, 25% of the time as we transitioned from St. Patrick's Day into the Easter power period. This is a huge opportunity that Quri helps diagnose in near real-time for all brands and categories."
Quri's Easter merchandising data highlights the overall display presence, display type, and on-shelf availability of 23 alcohol brands across 1,000 stores in the grocery, mass merch, and specialty beverage channels for the Easter power period. The brands and categories tracked included Beer (Bud Light, Coors Light, Corona, Guinness, Miller Lite, Stella Artois), Wine (Barefoot Cellars, Beringer, Chateau St. Jean, Clos Du Bois, Kenwood Vineyards, Korbel, Robert Mondavi, Smoking Loon), and Spirits (Absolut Vodka, Bacardi, Jack Daniel's, Jim Beam, New Amsterdam Gin, Skinnygirl, SKYY Vodka, Smirnoff, Wild Turkey). Highlights on the results as observed, through midnight EDT on Tuesday, March 22nd, from each category include:
Display Presence: Beer (47%), Spirits (20%), Wine (15%)
Given Easter is a meal focused holiday, wine brands have an opportunity to leverage this power period more aggressively to drive incremental sales, especially given the dominance of beer during the Super Bowl, March Madness, and St. Patty's Day promotional periods just prior to Easter. In particular, Walmart is a great example with only a 6% display presence for the wine category.
Display Type: Most common were Beer Pallets (52%), Spirit Floor Stands (36%), Wine Endcaps (36%)
Beer brands focused on simple pallets mainly in Walmart, while Kroger promoted one of the largest wine brands in the country using endcaps. While simple executions like pallets drive better coverage, more creative and disruptive displays such as endcaps and floor stands are proven to drive greater sales lift than pallets according to Quri Academy data. Clearly, wine and spirit brands are taking advantage of this insight in their promotions.
On-Shelf Availability: Beer (75%), Spirits (63%), Wine (49%)
The study reveals a frequent issue with on-shelf availability during power periods, especially for products coupled with a secondary display. While regionalization is likely part of the availability equation for wine and spirits, the beer brands studied are widely known to have full national distribution. Quri data, delivered continuously, can help brands stay on shelves during key power periods - a huge sales opportunity for brands across all categories.
Quri will further discuss the category level merchandising results for the Easter power period during a special 30-minute webinar on Thursday, March 24th at 2:00 p.m. EDT / 11:00 a.m. PDT. The webinar will offer insights on how to improve merchandising execution for the next seasonal power period. You can register for the webinar at bit.ly/Quri-Easter. Additionally, any of the 23 brands covered in the release are invited to review data for their brand privately through Quri's software platform by contacting us at [email protected].
About Quri
Quri is the market leader in In-Store Merchandising Intelligence Technology, transforming retail execution by providing real-time, store-level visibility into the performance of products and promotions in 150,000 retail locations across 6,000 cities. Procter & Gamble, Heineken, Unilever, Kraft-Heinz, Nestlé, Johnson & Johnson, Tyson and 100 other global companies rely on Quri to help optimize the $4 trillion dollars spent annually on retail go-to-market and merchandising. Quri is powered by an innovative combination of big data analytics fed through mobile technology used by an on-demand retail workforce. For more information, visit http://quri.com.
Media Contact: North 6th Agency, Inc. (For Quri)
212-334-9753, [email protected]
SOURCE Quri
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