Sunday's Big Game: An Opportunity for Beer Brands to Win at the Shelf
Quri data highlights in-store execution performance during key merchandising period
SAN FRANCISCO, Feb. 8, 2017 /PRNewswire/ -- Quri, the leader in Performance Driven Merchandising™, is announcing today the results from its beer-focused performance driven merchandising campaign, highlighting the opportunity for brands to drive sales through better in-store merchandising execution. The data released tracked the performance of 11 beer brands including Bud Light, Miller Lite, Shock Top, Michelob Ultra, Samuel Adams, Corona, and more, in hundreds of stores across the mass merchandiser and grocery channels. While many of the big beer brands make a significant investment in advertising dollars, an investment in the right tools and training for internal teams and their distributor partners can turn in-store merchandising execution efforts into a strategic competitive advantage.
"Beer continues to be a merchandising battleground, with fierce competition for refrigerator space and display location taking place due to shopper desire for beer variety and microbrew brands. There is a major opportunity for both macro and craft brands to drive competitive advantage through field labor optimization for increased sales and share gains," comments Justin Behar, CEO of Quri.
The data analyzed includes brands' merchandising presence both in off shelf displays and primary home locations across 800 Walmart and Kroger stores for the 14 days ending Monday, February 6, 2017. The full list of brands in the beer category are: Bud Light, Shock Top, Michelob Ultra, Samuel Adams, Modelo, Guinness, Fat Tire, Corona, Blue Moon, Sierra Nevada, and Miller Lite. Observations from the study include:
Average Number of Displays: Beer has 4.0 Displays per store on average, Bud Light (1.4), Miller Lite (1.0)
During the vital week leading up to the Big Game, it is crucial for beer brands and manufacturers to ensure their displays are flawlessly executed at every retailer. Through Quri's Performance Driven Merchandising™ platform, an empowered field labor force can focus on executing and selling in store versus collecting data.
Percentage of Stores with a Display by Brand: Blue Moon (18%), Miller Lite (76%), Sierra Nevada (5%)
With stores having 4.0 beer displays on average, manufacturers need to compete to be one of those 4.0 displays. Especially for craft brands, who may not have a television ad, it behooves them to try and get some sort of display to compete with the bigger brands.
On-Shelf Availability by Brand: Guinness (97%), Blue Moon (94%), Sierra Nevada (90%)
Even though the on-shelf availability of beer brands is skewing high, there is still a significant opportunity to improve on-shelf availability. For each 2 to 3 percentage points increase in OSA, Quri has seen manufacturers increase sales by 1%. A well informed field labor workforce can showcase the competitive advantage needed to turn a few percentage points into higher incremental sales and share gains for both brands and manufacturers.
While macro brands such as Bud Light and Michelob Ultra continue to dominate in-store merchandising around the Big Game, there is still an opportunity for these heavy hitters to continue to be MVPs by maximizing their efforts during other power periods such as Easter, Memorial Day, and 4th of July.
Quri will unveil the culmination of its category data during a webinar on Wednesday, February 8th at 2:00 p.m. EST / 11:00 a.m. PST. In celebration of the Big Game, the company also incorporated the insights into an infographic that highlights the real MVPs for their in-store merchandising execution efforts. The webinar will take a deeper look at the results and demonstrate how brands can use in-store merchandising data to win in-store. You can register for the 30-minute webinar at http://bit.ly/2jwGRUb.
About Quri
Quri is the leader in Performance Driven Merchandising™, transforming the in-store experience by providing continuous, real-time, store-level visibility into merchandising conditions across all major channels and retailers in the US market.
Procter & Gamble, SC Johnson, Nest, Red Bull, Tyson, Nestle, and Johnson & Johnson plus 100+ other global companies rely on Quri to help optimize the $4 trillion dollars spent annually on retail go-to-market and in-store merchandising. Quri is powered by proprietary data quantifying the shopper view in-store and collected by an on-demand retail workforce. For more information on Quri or Performance Driven Merchandising™, visit http://quri.com.
Media Contact: North 6th Agency, Inc. (For Quri)
212-334-9753, [email protected]
SOURCE Quri
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