Data protected our shelf ranging
Last summer we launched a new drinks family in the chilled section. There were 5 SKUs in the family and we had been offered full ranging by our retail partner. We’d seen a lot of changes and product churn in the category and were nervous that all of our SKUs wouldn’t make the grade. One of our biggest competitors had been purchased by a multinational and we were concerned that we would be squeezed for space within six months. It’s hard for us to compete with their ability to invest in the category in terms of campaigns, activation and trade spend. We needed an innovative solution to protect ourselves.
This was where Glow came into play for us. We needed to get feedback on our products so we armed our sales team with some Glow product stickers and they set to work adding stickers to our products on shelf in our best-selling stores. The results we got were absolutely top-notch quality. I say this knowing that the results weren’t exactly what we wanted to see, but they allowed us to get on the front foot rather than hiding behind a potential issue with our product. Of the 5 SKUs we’d launched, two of them were selling really well, but three of them were struggling. We found that one of the SKUs needed a formula tweak (consumers found it quite bitter tasting) and two of the SKUs were a complete miss. Consumers didn’t get them. So we took our findings back to the retailer and managed to increase our space on shelf for the two products that were working. The third was tweaked and has really kicked off since we changed it. The other two were pulled from the shelf to make way for the rest of the family – and the feedback also hinted to some NPD opportunities that we are now working on bringing to the category.
It was a great experience working with the Glow team and their partners. The platform has been eye-opening for us. We never used to invest in data, now we know we need to keep investing and building our capability to use it in the business.
Sales Manager / National Brand