Regaining Retail Distribution Using Low-cost Data

Situation

The local Walgreen’s buyer had authorized the client’s ethnic food product and had made an initial order. That buyer was then rotated to a new position, and the new buyer discontinued the client’s product, saying it had underperformed.

Client could not afford syndicated sales data like Nielsen and the Walgreen’s data was spotty.

Actions

• Identified inexpensive way to gather rough account information by conducting a store audito
  • Created shelf audit survey
  • Identified underutilized internal resource to conduct store research
  • Analyzed audit results
• Interviewed industry experts to gain category insight and perspective on Walgreen’s performance metrics
• Worked with client’s senior management to identify opportunities for improved performance and service at Walgreen’s which were within budget and aligned with marketing objectives
  • New packaging
  • Shelf stocking and tagging support
• Created selling story based on store audit results, changes client was willing to make, and brand positioning developed as part of project