here - POPAI Australia & New Zealand

Case study:
Impulse alcohol RTD – Trial Support Research
Situation
•Retailer and supplier keen to invest in impulse fridges for RTDs at front of store - replicating
„chocolate bar at the checkout‟ thinking in bottleshops
•Trial of impulse fridges placed at counters, ranging Top 10 selling RTDs (category level)
undertaken in 10 test and 10 „control‟ grocery attached liquor stores
Task
•Understand shopper awareness of and interaction with trial impulse beverage fridges
Activity
•Observations across 10 stores, N=1500
•Exit interviews across 10 stores, N= 500
•Interviews with buyers of trial beverage fridge, N=5 (low conversion rate)
Result
•Low levels of shopper awareness and interaction/purchase conversion with impulse units
•Motivators of impulse purchase in bottleshops understood, including differences by channel
segment – and why this trial therefore didn‟t work
•Improvements/changes required per channel segment and to range determined for future
trials.
Saved retailer and supplier $5m in capex investment. Trial failed, but we know why!
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Trial units similar to this placed at counters. Units category branded, containing „alcopops‟.