Aroma of Innovation: Classic Coffee Brand Transforms its Retail Strategy
Issues
A venerable classic roasted coffee brand, celebrated for its irresistible aroma and a staple in morning rituals for over 50 years, has recently revitalized its approach to Modern Trade with Ailet’s Retail Execution Basic solution. This strategic shift was driven by the brand’s need to overcome challenges in retail execution, particularly in ensuring optimal product availability and visibility.
Key initiatives
From a sales operations perspective, the implementation of Ailet's technology brought substantial improvements. Firstly, it resolved the brand’s issues with on-shelf product availability, which had been hindered by size recognition errors within its category. Secondly, it facilitated a full transition to automated measurement of share of shelf. This innovation now allows the brand to accurately assess its product participation on shelves, directly comparing its presence with that of competitors.
In the realm of trade marketing, the brand has gained considerable advantages from panel monitoring and the ability to track share of assortment per trade point, collectively integrated into shop format analytics. This means that the brand can now monitor how its products are assorted and presented across different retail formats, allowing for tailored strategies that enhance visibility and consumer appeal.
In the realm of trade marketing, the brand has gained considerable advantages from panel monitoring and the ability to track share of assortment per trade point, collectively integrated into shop format analytics. This means that the brand can now monitor how its products are assorted and presented across different retail formats, allowing for tailored strategies that enhance visibility and consumer appeal.
Results
These strategic enhancements via Ailet's Retail Execution Basic have enabled the classic coffee brand to maintain its cherished status while adapting to the dynamic demands of modern retail environments.
