The 2.4 Billion Dollar Easter Bunny: A Guide to Merchandising Candy at Walmart by Quri
Company introduces first-of-its-kind data-driven in-store merchandising guides for major retailers
SAN FRANCISCO, April 20, 2017 /PRNewswire/ -- Quri, the leader in Performance Driven Merchandising™, is announcing today the release of Merchandising Matters, a series of guides highlighting merchandising execution data sourced from Quri's millions of store visits. Quri is releasing its first guide, showcasing Easter candy in-store merchandising performance, by analyzing one of America's most successful and recognizable retailers – Walmart. The goal of the guide is to help educate the entire CPG ecosystem on the value of Performance Driven Merchandising™ and its ability to improve in-store merchandising ROI.
"According to the National Retail Federation, Americans will have spent approximately 2.4 billion dollars on candy during Easter with roughly 25% of those sales occurring in Walmart," comments David Gottlieb, President and COO of Quri. "Our new Merchandising Matters guides will provide brands with mission critical merchandising benchmarks for major retailers, helping them calibrate their own tactics and plan more effective programs with their most important customers."
Quri's Merchandising Matters guides include key metrics like display compliance, display presence, on-shelf availability, display location, and type details. To create the new guide, Quri analyzed ten confectionery brands in 700 Walmart stores for the 14-day Easter power period ending Sunday, April 16th. The brands mentioned are: Butterfinger, Cadbury, Dove Chocolate, Ghirardelli, Hershey's, Jelly Belly, Lindt, M&M'S, Peeps, Reese's and observations from the guide suggest:
On-Shelf Availability (OSA):
Measuring on-shelf availability based on a quantified shopper view of the store is vital to keeping fast-moving seasonal items like candy, fully stocked in the weeks leading up to Easter. At Walmart, average on-shelf availability ranges from 88% to 99% with an average of 96.5% across all categories. Candy fell just below that average at 95% during Easter, but some key seasonal items such as Peeps and Jelly Belly showed OSA levels of only 86% and 87% respectively. Closing on-shelf gaps is vital to protecting brand share and increasing sales, especially during peak periods such as Easter.
Display Execution:
When it comes to executing display promotions, Quri's advice is to consistently measure display compliance and understand how a brand compares to both its competition and retailer averages in order to protect and grow sales and share. At Walmart, display execution for 10 major candy brands during Easter averaged 42% with a high of 81% for Reese's and a low of 4% for Jelly Belly. Increasing display execution during seasonal peaks like Easter is a significant opportunity for brands to capture incremental sales in this mass channel.
Display Location:
Displays are executed in Walmart's coveted Action Alley 38% of the time, compared to 10% in the back of the store. Understanding where a retailer displays a brand and which locations are most effective at driving sales lift will help merchandisers maximize the ROI of their displays.
Display Type:
As not all display types are created equal, understanding which are most frequently executed at a retailer is key. Not surprisingly, Walmart utilizes pallets and endcaps for 72% of all displays. Brands need to constantly measure the sales lift associated with running more innovative programs at Walmart that run counter standard practices versus building more standard programs that are more likely to get executed.
Quri will continue to roll out Merchandising Matters retailer guides in the coming months with Kroger, Albertsons/Safeway, Target, and more, to learn how to improve execution for the upcoming 2017 summer, Halloween, and holiday seasons. To learn more about the brands tracked during the Easter period and how their compliance and sales lifts compares to Walmart overall please visit: Merchandising Matters: A Guide to Walmart.
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, 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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