Mar 08
Shareholder Question: Performance of Displays
Uncategorizedby Eric Lehner
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QUESTION:
You talk about the displays. Can you comment on the performance of the racks AFTER they are installed? Do sales STAY better than before they went in?
ANSWER:
For readers who would like further background to this question, the archive entry of October 12, 2010 provides the context. For regular readers, the most current numbers for this particular display location, which is the longest running measurement of a specific before/after site, is as follows:
BEFORE
Display installed August 18, 2010. Prior to installation, Year-to-Date figure was less than 1 bottle per week.
AFTER
2010 = 233 units (increase to approximately 1.5 bottles per day following installation August 18, 2010 )
2011 = 083 units (approximately 1.25 bottles per day maintained during disruptive renovation of the department, just completed)
The current emphasis in the Winning Brands business model is to work to achieve a blended average of one large bottle per day per location across its retailer base. The best performing store to date of any banner with at least one year of verifiable numbers sold 686 large bottles. The best performing store to date of any banner during an in-store feature, without price reduction to the consumer, is 5 large bottles per day, for the duration of the feature. A feature can be as simple as moving the display to a prominent location within the store. Such statistics are providing guideposts to develop suitable programs and identify natural “winners” – stores with whom it will be possible to exceed the blended average consistently for mutual benefit.
The same display today. It has stood up well to the wear and tear of more than 6 months continuous use.
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