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Success story
Consumer Goods|Brand and Customer Experience|Belgium|English

Boosting beer sales by mapping the in-store journey

07.09.2015

GfK’s RFID-based solution enabled our client to see actual shopper behavior in more detail than was ever possible before. This data will certainly help it to optimize store placements and improve its in-store position with retailers.

This client is a leading beer brewer in the Czech Republic.

Situation

A leading brewer in the Czech Republic wanted to understand why sales at a large hypermarket were underperforming against its expectations. It wanted to get hard data about how the layout of the store in general, and the beer section in particular, were shaping consumer behavior.

Approach

We recruited 1,600 respondents at the entrance of the store and interviewed them. Then we asked them to wear radio frequency identification (RFID) badges so that we could track their path data. We interviewed our respondents as they left the store and analyzed transaction data gleaned from 3,000 cash register receipts.

Outcome

Our findings gave our client insight into how general and beer shoppers moved through the store. The brewer shared the results with the retailer, providing a platform for joint category management projects. Benefits include:

  • the opportunity to increase sales through optimized in-store placements as well as cross-promotion with other products
  • the ability of the brewer to position itself as a category leader and expert
  • a stronger relationship with the retailer based upon a common understanding of shopping path dynamics

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