with Smart Shelf Strategy
In the competitive confectionery market, especially during key seasonal events like Easter, maximizing sales is critical. A leading chocolate brand partnered with Mediar to enhance the sales of chocolate tablets during Easter by improving shopper conversion rates and optimizing product placement. The challenge was to leverage advanced technology to gain deep insights into shopper behavior and influence their purchasing decisions effectively.
Mediar employed a sophisticated, data-driven approach to tackle the challenge. The strategy involved enhancing the learning database with AI-generated synthetic data, alongside real-time shopper behavior monitoring using the existing in-store infrastructure and Mediar’s Shopper Behavior Lab. This comprehensive analysis examined historical conversion patterns, identified lost shopper opportunities, and correlated behaviors across categories to gain a nuanced understanding of shopper interactions. Insights from the Shopper Behavior Lab informed the strategic placement of chocolate tablets at a new end-of-aisle location near Housewares, recognized as a high conversion area.
The strategic placement and data-driven approach resulted in a 63% increase in sales for the promoted chocolate tablet SKUs, along with a 53% rise in overall industry sales of chocolate tablets. Additionally, the chocolate tablet category experienced a 44% sales uplift. These impressive outcomes, combined with a remarkable 113% ROI, demonstrate the significant impact of leveraging AI-driven insights and real-time data for strategic product placement and promotion decisions during the crucial Easter season.
