Ferrara Candy Company
Understanding Shopper Priorities Leads to Category Growth
CONTEXT
Retail segments force confectionary brands to rethink their shelf layouts.
Ferrara wanted to maximize sales within their retailers’ unique specifications.
LEARNING
Utilizing PackPath™, we tested shelf options in our ShopperLab™ in multiple store formats (convenience, grocery, club, and mass).
Examining shoppers’ behavior, hierarchy of importance (i.e., brand, flavor), and store navigation, optimal shelf layouts were identified.
GROWTH OUTCOME
Ferrara presented the new potential shelving principles to drive category growth to their retailers.
From these recommendations, Ferrara convinced retailers to update their category layouts.
