+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

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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 (£)

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