Shopper Marketing: Category/Aisle Evolution
Some of the most impactful shopper marketing efforts occur when a deep understanding of shoppers’ attitudes, behaviors, and needs lead to innovative category/aisle evolution.
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PROGRAM
2019 SILVER
Xfinity Retail Transformation
Xfinity set out to transform their stores from functional service centers with low satisfaction ratings into inspired shopping destinations people love. We put shoppers at the center of every decision, transformed our sales associates into engaging hosts and created an experience that helps people discover how our solutions simplify their life. The new experience nearly tripled net promoter scores, increased core audience visits by 48%, improved affinity among tough prospects by 16% and converted more sales across all core business units. Proving engaging retail can transform any category.
Brand:
Xfinity
Client:
Comcast/XFINITY
Agency:
FCB/RED
2018 SILVER
From Big Box to Food Boutiques
Metro Market didn't appeal to adventurous millennial shoppers who wanted intimate vs. huge and impersonal. By re-imagining and re-branding elements of the store to a create a public market-like atmosphere, they brought back young shoppers--and sales--in droves. Weekly visits increased by 64% and items per cart sales increased by 60%.
Brand:
Roundy's/Metro Market
Client:
Roundy's/Metro Market
Agency:
Cramer-Krasselt
2018 SILVER
The Diageo Whiskey 5
The Diageo Whiskey 5 portfolio program was effective because for the first time, whiskey was categorized based on “taste” and was presented to shoppers in a new way “they” could understand…not through traditional retail/trade aisle classifications or swayed by price & quality perceptions. By breaking down a very complex and often confusing category into 5 taste profiles (Smooth, Spicy, Bold, Sweet, Smoky), shoppers were less intimidated and more confident to discover brands that suited their own tastes.
Brand:
The Diageo Whiskey 5
Client:
Diageo North America
Agency:
Mosaic Shopper
FINALISTS
Procter & Gamble
Health & Beauty Reinvention
NABISCO Scale
Ahold: Endcap of Dreams
Santa Rita
120 horas con el Arsenal
