Gold Eagle wanted to reinforce its seriousness about participation in category management strategic decisions at Wal-Mart. Discovering that little original current research existed, Gold Eagle identified the fact that there was a lack of understanding in the changes of consumer shopping preferences. The performance chemical section also contained substantial product duplication and assortment imbalances. Little consumer information at shelf-edge was available to guide product differentiation and choices.
Opportunity
Gold Eagle was determined to:
1) uncover new growth opportunities for chemical products,
2) advise Wal-Mart on likely over/under stocks,
3) re-merchandise the section to make it more shoppable,
4) develop a complete signage package that facilitated organizing the section and increasing shoppability, and
5) provide a shelf-edge product advisor that would guide consumers in their product choices.
Solution:
Automotive In-Store Marketing, Inc. was selected and created for Gold Eagle and Wal-Mart:
1) a case study which identified leak stoppers as the second fastest growing segment in the chemicals group,
2) a new planogram that eliminated overstocks and increased merchandise that was understocked,
3) a re-organized section designed to clearly differentiate between the 17 major product segments delineated by function,
4) a new complete graphic package that added both drama and consumer shoppability assistance, and
5) a new spiral bound Chemicals Advisor – a flip chart system that advised consumers on the type of chemical to buy based on the problems encountered with their vehicle or a task to be accomplished.
Result:
Wal-Mart enthusiastically embraced the research findings that indicated Leak Stopppers as a previously lost growth opportunity. As a result of the overall efforts by Gold Eagle, their product presence was increase on-shelf significantly and their leadership position maintained. Various aspects of this project were incorporated into Wal-Mart’s strategy over the successive months.
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