+3%

increase in gross margin

-2%

in brand share

Client:

Multinational Consumer Goods
Manufacturer - Cleansing Surface Wipes

Test:

Pack size versus share of spend

Objective:

  • Identify optimal pack size
  • Maximise gross margin

How:

  • 3,032 wipe shoppers participated in just 4 days
  • We compared 6 pack sizes across identical products and pricing
  • Price per unit rose from ~2.6p/sheet to ~3.7p/sheet
  • Private label is kept constant

Discovery:

  • For a 0.2p increase in price per wipe, the brand gave up around 2% share of spend
  • The anti-bacterial wipes were more sensitive to price per unit increases than standard surface cleanser wipes

Share this:

Results:

Brand X - 2.6p / Sheet
Brand X - 3.2p / Sheet
Brand X - 3.4p / Sheet
Brand X - 3.7p / Sheet
Brand X - 2.8p / Sheet
Brand X - 3.0p / Sheet
Spend Per Customer (£)
3.25
3.08
1.74
1.82
1.83
1.77
1.75
1.76
34.2
33.6
31.8
508
519
506
3.18
3.22
3.23
3.35
1.83
1.76
1.77
1.90
1.81
1.79
34.1
33.8
33.7
495
530
474
Sample Size (3,032 total)
Duration (secs)
Units Per Customer
Price Per Unit (£)

Reducing the range drives category spend and speeds up shopping - UK grocer

VIEW CASE STUDY

Packaging test predicts 51% sales uplift - Spoon cereals

VIEW CASE STUDY

Virtual
Store Trials

Virtual Store Trials
Huckletree West
Mediaworks
191 Wood Lane
White City
London W12 7FP
UK

hello@storetrials.com
Top
© Virtual Store Trials. All rights reserved 2020
Terms & Conditions