How Coca-Cola European Partners optimised soft drinks fixtures
20 October 2023Coca-Cola European Partners wanted to gain a deeper understanding of shoppers’ in-store experience and navigation in the aisle.
The challenge
In order to shape the future strategy of the soft drinks aisle in-store, Coca-Cola European Partners wanted to know the story behind their numbers.
The solution
Our experts uncovered pain points and barriers to purchasing, which led to identifying 4 key opportunities for growth within the category.
We then captured in-the-moment behaviour across retailers and regions to inform in-depth interviews and accompanied shopping trips. This allowed us to delve into the details of the current in-aisle experience as well as testing concepts for the future of the category.
Key results
Channel specific findings have been instrumental in CCEP’s category vision and will contribute to discussions with retailers regarding in-store execution.
Insights extended to aid other departments, such as their future-focused strategy around sustainability, health, merchandising and activation for a cohesive strategic direction.
The insights were bought to life with shopper videos, which were very powerful in understanding the shopper mindset and journey in more detail to build a fuller story.
“I enjoyed working with the IGD team who managed the project diligently and produced some great content to present back to the business.” (Sally Orland, Category Strategy Lead)