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Stocking Location Evaluation

Objectives:

• Understand the impact changes to existing battery displays and the introduction of new secondary displays have on the performance of specific brand and category sales.
• Apply unique UPCs to items on each display in order to track sales by location.
• Gather trade feedback regarding the effectiveness of the displays.

Research Design:

• Controlled Store Matched Panel Test
• Store Manager Surveys
• Integrated placed and maintained 120 unique UPC stickers

Key Learning:

• Category sales increased by nearly 20% as a result of the test initiative.
• The new display locations accounted for roughly one-quarter of total store sales for the battery category.
• Store managers praised the appearance of the displays, as well as their ability to stop and convert shoppers to battery purchases.