Background
With a portfolio that includes global icons such as Moët & Chandon, Hennessy, and Veuve Clicquot, Moët Hennessy is known for shaping premium experiences in every market it operates.
In Australia, the brand sought to strengthen its in-store execution across four major liquor banners. While planograms and display standards were in place, the team lacked reliable data on how consistently those standards were being executed and how shelf conditions influenced shopper decisions. This gap made it difficult to refine a scalable Perfect Store strategy that could deliver both category growth and a premium shopper experience.
Challenge
Moët Hennessy couldn’t rely on intuition alone. To build a credible Perfect Store strategy, the team needed precise, store-level intelligence... but that data was missing.
- Limited visibility into planogram execution:
Without objective data on facings, placement, and assortment, optimizing planograms was guesswork. Poor execution risks undermining brand presence and reducing sales.
- Disconnect between merchandising and shopper behavior:
Signage, SKU positioning, and navigation cues directly influence purchase decisions. Yet without linking these factors to sales and shopper insights, it was impossible to know which tactics drove conversion.
- Inconsistent execution across banners:
Each retail partner had its own standards, creating uneven experiences at the shelf. This inconsistency weakened category performance and diluted Moët Hennessy’s premium brand positioning.
Effective use of shelf space is one of the strongest levers for both retailers and manufacturers: share of category, aisle flow, and product visibility can determine whether a shopper engages or walks away. To identify the true drivers of sales and design a scalable Perfect Store model, Moët Hennessy needed granular KPIs collected directly at the shelf, and the ability to connect them with shopper and sales outcomes.
Solution
Moët Hennessy partnered with Wiser to move beyond assumptions and capture what was really happening at the shelf. Together, they combined in-store observations with shopper feedback to connect merchandising execution to purchase behavior.
- Crowdsourced audits across Australian liquor stores:
Wiser’s shopper crowd collected photos of shelf conditions, giving Moët Hennessy objective, store-level visibility into execution.
- Granular KPI tracking:
Each visit documented critical elements such as number of facings, brand-level share of shelf, hero SKU positioning, product availability, presence of locked cabinets, and navigation signage. These KPIs formed the backbone of Moët Hennessy’s Perfect Store benchmarks.
- Shopper surveys at the aisle:
Shoppers were interviewed in real time about ease of navigation and product visibility, linking merchandising conditions to the shopper experience.
- Banner-by-banner comparisons:
Results were analyzed across four major liquor retailers to identify execution gaps, uncover best practices, and highlight the tactics most likely to influence sales.
By correlating photos, planogram KPIs, and shopper insights, Wiser delivered a holistic picture of how merchandising elements shaped the customer journey. This gave Moët Hennessy the data needed to design and refine a scalable Perfect Store strategy.
Results
With Wiser’s data, Moët Hennessy could finally link shelf conditions to sales outcomes. The analysis highlighted three key drivers of performance in the dark spirits category:
- Navigation signage: Clear aisle cues improved shopper flow and product discovery.
- Consistent planogram execution: Reliable facings and SKU placement protected brand visibility and reduced lost sales.
- Shelf prominence: Positioning hero SKUs in the right location boosted category conversion.
Armed with these insights, Moët Hennessy refined its planograms and worked with national liquor retailers to elevate execution standards, especially around signage and layout consistency. These improvements laid the foundation for the company’s Perfect Store Strategy, ensuring a more seamless shopper experience and stronger sales across banners.
Gain a Partner in Wiser
Moët Hennessy’s collaboration with Wiser unlocked the power of real-time, in‑store insights, bridging the gap between physical merchandising and shopper behavior. This partnership laid the groundwork for a scalable Perfect Store Strategy, enhancing execution consistency and driving growth.
Wiser remains a strategic ally, supporting baseline setup, pilot testing, workflow optimization, and transforming real-time data into confident marketing decisions.
