20%

fewer SKUs

+18%

increase in sales

+5%

quicker shopping trip

Client:

UK Grocer

Test:

Simplify the convenience soft drinks shelves

Objective:

Understand the impact of removing products to speed up the shopping experience

How:

  • We tested the existing range grouped by brand and by format
  • We reduced the number of SKUs to 31, 24 and 24 SKUs

Discovery:

Using the right layout, we worked out we could drive value into the category, speed up the shopping experience and remove 20% of the product range

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Results:

Existing Range
Grouped by Brand
Grouped by Format
Spend Per Customer (£)
0.95
1.12
0.88
1.47
0.71
0.76
1.24
1.35
0.70
55
52
59
Average Duration (secs)
Units Per Customer
Average Price Per Unit (£)

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