Confectionery Manufacturer Uses Wiser Solutions to Identify Stock Levels Hurting Sales
In partnership with Wiser Solutions, a leading confectionery manufacturer in Australia drove higher sales by leveraging real-time stock level data during promotion periods.
As a global leader in the confectionery space, the brand runs a half-price promotion monthly at key retailers. During the campaign, half-priced chocolates are displayed across multiple locations in stores to encourage impulse purchases and drive higher sales. Each location has a minimum display quantity (MDQ) believed to maximize the promotion ROI.
The confectionery manufacturer noticed that the promotion wasn’t delivering the expected sales uplift and believed it was due to poor availability on shelves and gondola ends, especially on weekends when their field team wasn’t available to take action.
Wiser Solutions was brought in to track and monitor the impact of the brand’s promotion on stock levels in multiple store locations. Wiser’s network of mystery shoppers, using the Snooper App in Australia, visited a sample of stores (representing half of the retail network) over the duration of the campaign to assess the impact of the day of visit on stock levels.
The stock levels reported by shoppers declined over the week and showed 45 percent of stores were below the MDQ in the aisle and over 60 percent of stores were below MDQ in gondola ends as of Saturday.
The stock levels reported by shoppers declined over the week and showed 45% of stores were below the MDQ in the aisle and over 60% of stores were below MDQ in gondola ends as of Saturday.
The confectionery manufacturer leveraged the Wiser data, collected at SKU and store level, to discuss a 40 percent volume uplift for the next promotion period. Wiser and the manufacturer continually partner to monitor stock levels during key promotion weeks.
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