Shopper Marketing - July 2017 - 20
Bring Shoppers Down
By Nidhi Madhavan
neW york - Albertsons Cos.
was having trouble getting foot
traffic through its beverage
aisles. In 2014, 40% of its shoppers were exclusively perimeter
store shoppers and, as a result, the grocer's
conversion rate with carbonated soft drink
buyers lagged behind competitors.
"We had a multimillion dollar opportunity
to close this gap," said Karen Sales, Albertsons
vice president of shopper marketing, during a
presentation at the 2017 Shopper Marketing
With a 93% household penetration rate, Coca-Cola Co. was the right CPG to help Albertsons in this mission. As it celebrated the 100th
anniversary of its iconic contour Coke bottle,
the timing was also right for the manufacturer
to leverage the power of the brand and the
upbeat, cheery attitude that consumers know.
Coca-Cola and Albertsons brought together
numerous teams within the two companies in
order to gather key shopper insights and "ideate what was possible," according to Coca-Cola
senior shopper marketing manager Liza Etu,
who also spoke at the presentation.
Sales described the retailer's target shopper
and focus of the initiative, "Melanie," a busy working mother who incorporates soft drinks into
y SHOPPER MARKETING JULY 2017
meals with her family and snack occasions, or
while "chilling out." Aged 35-45, Melanie is valueoriented but also appreciates quality and variety.
"We needed to remind Melanie why she
loves soft drinks and show her the range of
choices," Sales said.
Working with Los Angeles-based Chase
Design Group, Coca-Cola developed a display that moved past price promotion to connect with shoppers in an emotional manner
through equity colors and key design cues.
The Coca-Cola "Iconic" endcap, which won a
Design of the Times gold award in the grocery/
supermarkets category, infused the well-known
bottle into the core of its design and employed
optimistic imagery that depicted meal occasions associated with Coca-Cola soft drinks.
The display didn't carry traditional product
sizes, instead stocking smaller transactional
packages from multiple brands that intended
to convert new customers and introduce them
to the category. "The goal was to stop the pilot from their autopilot mode and drive them
down the aisle through this [display]," Sales said.