In today’s retail landscape, understanding and strategically enhancing brand share and market share are essential for success. This deep dive will split into two detailed posts, focusing separately on the unique strategies for in-store and online channels. Part 1: Optimizing Brand Share In-Store Brand Share focuses on the performance of your products within a specific category. Here’s how to optimize it with a deeper focus: Data Utilization: Successful brands analyze data to understand how their products stack up against competitors within the same category. This includes tracking SKU-level ..read more

Maintaining an effective distribution network is not only costly but paramount for ensuring products move seamlessly from the brand to the consumer. The allure of parallel imports for shoppers, with their often competitive prices and unique styles not typically available in the domestic market, poses a significant challenge. However, these unauthorized distributions risk diminishing brand perception and product value, given the potential lack of authenticity and post-sale support that official channels guarantee. A global footwear brand faced the daunting task of not only identifying the pres ..read more

In the competitive landscape of FMCG, securing prime retail space is crucial. Offering branded fridges to retailers, in exchange for exclusivity or a significant share of shelf, is a common strategy to secure this space. It not only enhances brand visibility but also drives impulse purchases. However, the crux of this strategy lies in effectively managing these assets. Without precise visibility on the location, condition, and maintenance needs of these fridges, brands risk significant financial losses and decreased return on investment. The company in question faced just such a challenge. Wi ..read more

In the dynamic world of retail, successful execution strategies require a fine balance between high-level planning at headquarters and on-the-ground actions at the store level. Understanding the distinct roles and integrating HQ retail execution with store-level operations is crucial for brands aiming to enhance in-store performance and achieve scalable growth. This guide delves into the nuances of each level’s contributions and outlines how a cohesive approach can drive retail success. Understanding HQ and Store-Level Retail Execution HQ retail execution involves strategic planning and decis ..read more

Navigating the complex terrain of eCommerce inventory management, brands often grapple with one persistent challenge: out-of-stocks (OOS). The consequences of product unavailability range from immediate loss of sales to long-term damage to customer loyalty, as consumers may permanently switch to competitor products. Given these stakes, understanding the issue is merely the starting point; it’s the actionable strategies that make a real difference in your bottom line. Understanding Product Availability First and foremost, let’s define what we mean by product availability. This term refers to t ..read more

In today’s competitive retail landscape, the ability to effectively manage trade spend is critical for brands aiming to drive profitable growth and enhance consumer engagement. Trade spend, which typically amounts to 15 percent to 20 percent of gross revenue in the retail industry, represents a significant portion of a company’s budget. Yet, despite its importance, many businesses struggle to measure trade promotion effectiveness. Proper trade spend accounting offers a clearer view of investment returns and helps businesses make more informed decisions. Understanding Trade Spend Before diving ..read more

Pernod Ricard’s reputation for crafting exceptional brands is unparalleled. However, like many in the spirits industry, they faced significant hurdles in ensuring effective in-store execution, especially for promotions in secondary locations. The primary obstacle was the lack of visibility at the point of sale and the absence of real-time data to guide adjustments during the promotional period. This gap often leads to non-compliance, missed sales opportunities, and a diluted return on investment. A specific challenge emerged with the Jameson Premix promotion, where participating stores were s ..read more

In the fast-paced retail industry, strategic assortment optimization is essential for maintaining relevance and profitability. Retailers are constantly required to adjust to changing market trends, consumer preferences, and competitive dynamics. Although price intelligence is important, the true foundation of retail success lies in effectively curating a product assortment. Wiser’s extensive data collection provides crucial insights not only into pricing but more critically into product assortment. This blog post will explore how retailers can leverage these insights to fine-tune their produc ..read more

The ‘Perfect Pour’ strategy is not just about serving beer; it’s an orchestrated attempt to enhance the consumer’s experience, aiming to elevate the act of beer consumption into a memorable event that fosters brand loyalty and boosts purchase intent. However, measuring the impact of such a strategy presents unique challenges, particularly when it comes to gathering unbiased, consumer-centric data that accurately reflects the effect of bar staff training on the customer experience. Traditionally, the company relied on its field team to assess compliance with the ‘Perfect Pour’ guidelines, but ..read more

The brand embarked on an ambitious strategy to boost impulse purchases and drive higher sales by displaying half-priced chocolates across multiple in-store locations. Each location was designated a Minimum Display Quantity (MDQ) believed to maximize the return on investment from these promotional efforts. However, despite the appealing nature of the promotion, the anticipated sales uplift remained elusive. Unwrapping the Challenge The crux of the issue was identified as a potential lack of product availability on shelves and endcaps—critical points meant for product placement during the promo ..read more