Hybrid shelf concept increases gain by 14%
During a category review, a retailer’s category captain presented a new shelf arrangement which would improve penetration, while maintaining or growing sales, a mutual goal. To address the retailer’s own brand objectives in addition, they developed a hybrid shelf concept with the intent...
InContext helped National Pork Board increase pork sales without negatively affecting other meat sales
The Challenge On behalf of the National Pork Board, Midan Marketing wanted to determine if increasing the number of pork SKUs could increase sales of fresh packaged pork products and of the overall fresh packaged meat category (including pork, beef,...
The Fight for Shelf Space: Category Captains and Their Changing Role
There was a time where the large manufacturers were the only voices retailers would listen to on managing their categories. This was primarily driven by the fact that conducting consumer and shopper research was extremely expensive and time consuming. That...