Shopper Marketing - July 2017 - 22
Coca-Cola supplied endcaps to three Safeway locations in California and Arizona as part
of the initial round of testing. Following positive results in the first 26 weeks of installation,
the endcaps rolled out to an additional 247
stores across the U.S. in fall of 2015. Ultimately,
the initiative delivered both increased spending and trip volume within 52 weeks of tracking results.
In 2016, Albertsons and Coca-Cola built on
the success of the endcap by implementing
a digital element that would further drive engagement. The Coke Digital Innovation team
worked with Google's DoubleClick to add video screens to endcaps in 210 stores. The technology enabled the retailer to quickly push out
content customized by key localized factors,
such as chain promotions and sports affinities,
and increased efficiency by allowing the updates to be made from a central location.
According to Etu, aligning all stakeholder
goals was a key part of the overall process, al-
lowing for joint investment. The development
and implementation of the endcap was a deeply collaborative "journey" over three years that
brought together merchandising, marketing,
sales, insights and other teams, as well as suppliers, bottlers and various retailer divisions.
The success metrics for the program were
clearly defined and benefitted all stakeholders as well. While the endcap naturally drove
Coca-Cola sales, it also served Albertsons by
boosting the entire soft drinks category and
increasing household conversion.
Also essential was continuous learning and
adaptation. In addition to adding new elements
like the TV screens, the team also learned from
its own mistakes: When they found that endcaps without coolers actually performed better, they were able to apply this knowledge to
future endcaps in new stores.
Finally, the program's success hinged on insight-based solutions that put the shopper top
of mind, Etu said.
CPG Companies Must
Invest in Digital Shelf
By Samantha Nelson
neW york - Consumer product manufacturers are obviously very concerned with how
their products appear in stores, but as online
research and e-commerce continue to grow,
CPGs need to make sure they're just as well
y SHOPPER MARKETING JULY 2017
represented digitally. "With shoppers today,
time is the new currency," Leslie Danford, senior national account manager, e-commerce,
for Beam Suntory said in March during a
Shopper Marketing Summit presentation.