Chapter Two (:57)
From a brand perspective at Duracell, how will this help you with compliance and category growth?
From a brand perspective at Duracell, (category leaders), we're always partnering with our retailers to drive category growth. One of the few areas that we can't measure is our secondary merchandising displays.
We can measure promotions.
We can measure productivity of SKUs, et cetera.
.For a category like batteries where 45% of the purchase is unplanned, secondary displays are huge. There's a massive investment on both the part of the retailer and the brand to sell them. Being able to measure the investment there, understand, and make sure that they get on the floor where they're supposed to be to really maximize sales for the category, is crucially important.
It's something that's been a black hole until recently.
Moving forward as we get this sensor technology into store, we can have a much higher compliance level and hopefully grow category for both the retailer and brand.
View Related Shelfbucks Videos:
NRF 2017 Panel Speakers:
Brandon Barr: Director of Retail Marketing and Insights for Duracell
Peter Bond: Managing Partner of Bond Unlimited,
Jill Andersen: Director of Marketing for Menasha Packaging Company
Frank Krug: Director of Technology for TPN
For more information contact Will Phillips at 512-442-6818 or firstname.lastname@example.org