Ferrero Launches Multinational Perfect Store Program with Wiser

Background

Ferrero, a leading global confectionery company, is renowned for its beloved brands, including Nutella, Ferrero Rocher, and Kinder. With a significant presence across key APAC markets such as Indonesia, Thailand, and the Philippines, Ferrero operates in highly competitive retail environments.

Managing retail execution for these iconic brands requires a well-coordinated approach across thousands of stores and a vast network of over 1,000 field representatives and brokers. Ferrero’s goal has always been to deliver the Perfect Store experience—ensuring its products are displayed consistently and effectively to maximize visibility and drive sales.

However, as Ferrero expanded its reach in these dynamic markets, the need for a scalable, data-driven solution became critical to maintaining brand standards and execution. excellence

Challenge

Despite having a dedicated field team and a strong retail presence, Ferrero encountered several challenges in achieving its Perfect Store objectives:

• Inconsistent Execution Across Markets: Retail environments are highly diverse, with varying distributor engagement levels leading to discrepancies in execution quality. Ensuring consistent adherence to Perfect Store standards across these markets was a significant challenge.
• Limited Real-Time Visibility: Ferrero struggled to identify and address on-shelf availability gaps and promotional compliance issues in real-time, resulting in lost sales opportunities and reduced impact of in-store promotions.
• Operational Complexity: Coordinating and managing over 1,000 field representatives and brokers across multiple countries added complexity to Ferrero’s retail execution efforts, making it difficult to track performance and measure success effectively.
• Lost Sales Opportunities: Without robust tracking and reporting tools, Ferrero had limited ability to identify underperforming stores or rectify issues swiftly. This hindered their ability to ensure that high-priority stores delivered the desired impact.

Solution

Ferrero partnered with Wiser to implement a comprehensive Retail Execution Management solution that addressed these challenges and elevated the Perfect Store program. The solution included:

• Crowdsourced Data Collection: Wiser deployed its network to gather data across thousands of retail locations, providing Ferrero with real-time insights into execution compliance, shelf availability, and promotional effectiveness.
• Advanced Image Recognition Technology: Over 1.5 million images were analyzed with 95%+ accuracy, enabling Ferrero to quickly assess key metrics such as shelf share, SKU availability, and display compliance.
• Efficient Field Operations: By equipping Ferrero’s field representatives with Wiser’s platform, the team could instantly gather and report data, significantly improving their productivity and ensuring accurate execution insights.
• Data-Driven Decision Making: Wiser provided Ferrero’s headquarters with real-time analytics to make informed decisions about in-store promotions, shelf placements, and compliance strategies. These insights empowered Ferrero to allocate resources effectively and focus on high-impact opportunities.
• Precision Targeting: Wiser enabled Ferrero to set specific quality targets and track progress toward achieving them, ensuring cost-effective and measurable improvements in retail execution.

“The [Perfect Store] program has already achieved a 10% increase in product availability… within just six months”

Ferrero

Results

The collaboration between Ferrero and Wiser delivered impactful results, driving improvements across all aspects of retail execution:

• Conducted over 240,000 store visits, achieving 90% coverage across the retail network to ensure consistency and compliance.
• Engaged over 500 field representatives across six markets in collaboration with five distributor partners.
• Improved on-shelf availability by 10% through enhanced compliance with Perfect Store strategies, reducing lost sales opportunities and boosting customer satisfaction.
• Processed over 1.5 million images with 95%+ accuracy using advanced image recognition technology, delivering reliable insights and improving field operations.
• Streamlined operations and enhanced Perfect Store execution by reducing manual tracking and equipping field teams with advanced tools.

Conclusion

Ferrero’s partnership with Wiser highlights the power of data-driven insights and cutting-edge technology in optimizing retail execution. By addressing compliance gaps, improving shelf availability, and streamlining field operations, Ferrero achieved significant efficiency gains and measurable improvements in-store.

This collaboration sets a benchmark for in-store excellence, enabling Ferrero to maintain brand consistency, enhance visibility, and maximize the impact of its Perfect Store strategies across highly competitive markets.