Moet Hennessy Builds a Perfect Store Strategy with Wiser Solutions
Using Wiser Solutions’ in-store data, Moet Hennessy designed its ‘Perfect Store’ strategy in the dark spirits category and discussed planogram and store navigation optimization initiatives with their retail partners.
The subsidiary of the world’s largest luxury conglomerate partnered with Wiser Solutions to track the execution of their dark spirits planograms in four retail banners and assess the impact on customers.
Shoppers were interviewed at the shelf via Wiser’s mobile crowdsourcing app while they were visiting liquor stores. They provided insights on the easiness to find the category and visibility of the products in the aisle.
Based on photos captured in-store, Wiser analyzed the correlation between shopper experience and planogram KPIs such as in-aisle navigation signs, share of shelf at the brand level, or position on shelf.
Challenges
The effective use of physical space is fundamental to any retailer’s and manufacturer’s success and the share of category and brand, aisle flow, navigation signage, and position on the shelf allocated to products can significantly impact sales. However, the lack of robust data often prevents manufacturers and retailers from optimizing planograms to drive category growth by improving the shopper experience. In order to identify key sales drivers and design their Perfect Store strategy, Moet Hennessy needed to be able to link granular KPIs collected at the store level with sales and shopper insights.
Solutions
The Wiser crowd visited liquor stores across Australia. Based on images captured in stores, we built a detailed mapping of the in-store environment in each liquor outlet visited:
- Number of facings allocated to dark spirits and share of shelf at the brand level
- Position on the shelf of hero SKUs
- Range and on-shelf availability
- Presence of locked liquor cabinets
- Navigation signage mapping
Shoppers were also surveyed about the impact of the store environment and shelf organization on their easiness to navigate the dark spirits category. Results were compared between banners to understand the different customer journeys in store and identify best practices in terms of store layout, signage in the aisle, and planogram to influence sales.
PRODUCTS USED:
“Not only did Wiser ‘get it’ when it came to setting a store strategy but their passion for the subject and can-do attitude made anything possible! With the point of purchase currently undergoing a rapid transformation, now more than ever, we need more partners like Wiser thinking outside of the box and getting it done quickly so that we may stay agile."
Emilia Simonin
Category Development & Insights Manager, Moet Hennessy
Results
By combining the Wiser data with the sales at the store level, Moet Hennessy was able to identify the priority sales drivers in the dark spirits category and discovered improvement opportunities across retail banners.
Moet Hennessy leveraged these insights to refine their planograms and influence the national liquor retailers, especially on the importance of navigation signage and consistency in planogram execution. This was the first step in helping the manufacturer define their ‘Perfect Store Strategy’ to drive better shopper experiences and ultimately higher sales.
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