Market & Consumer Insights
Consumer Packaged Goods
The Challenge
A mid-tier confectionary company wanted to increase its share of shelf in convenience stores but struggled with resistance from retailers on displacing leading manufacturers’ defined must-stock but slower turning items.
What Did MSA Do
MSA evaluated the entire confectionary set for c-stores, identifying consumer defined must-stock items and analyzing the halo effect on purchases. MSA also took into account estimated profitability for each item and any publicly available information on trade program requirements. From this, MSA created retailer plan-o-grams that increased our client’s facings and projected a 13% increase in retailer profitability.
The Results
- Partnered with a convenience store chain to pilot customized plan-o-grams in six locations over a six-month period
- Implemented optimized shelf layouts designed to improve product placement and sales performance
- Achieved a 12% profit increase across the six pilot stores
- Observed flat profit performance in comparable non-pilot stores within the same chain
- Prompted the retailer to request updated plan-o-grams for broader implementation across its stores
