In store innovations in aLCOHOLIC DRINKS 2015

Date: 2015-07

Shoppers are continuously facing a wide spectrum of choices instore for the alcoholic drinks category. The large variety of drink types, flavours, pack sizes, and price points, means that catching shopper attention and standing out at the shelf is becoming increasingly challenging.

In addition, grocery retail formats face competition from specialist retailers in the alcoholic drinks category. The expert product advice and recommendations that specialists provide is a key distinction that shoppers highly value, and that grocery retailers are, thus, increasingly looking to emulate.

Both brands and retailers need to constantly innovate in the execution in-store, creating excitement around the category to drive footfall, providing added value through education on product specifications, benefits, and usage ideas, and ensuring shoppers’ purchasing decisions are as easy and straightforward as possible. This approach will enable grocery retailers to better position themselves as experts in the category, and therefore, convert sales.

This report provides the latest innovations around category management for the alcoholic drinks category, with the aim to assist you in taking your category to the next level, thus driving footfall, engaging shoppers, enhancing shopping experience, and ultimately, increasing sales and shopper loyalty.

This report is the result of extensive in-store analysis derived from a mix of both developed and emerging markets, as well as from a variety of store formats, both big and small box retailing.

In-store analysis focuses on six key topics in order to identify global best practices for the alcoholic drinks category: aisle innovations, displays, cross merchandising, promotions, checkout, and private label vs. brands.


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