The challenge of effectively utilizing physical space to maximize product performance and customer satisfaction is a familiar struggle within the retail industry. For luxury brands like Moët Hennessy, the stakes are even higher, with the brand’s prestigious reputation resting on every customer’s in-store experience. This is further complicated by the need for robust and unbiased data to optimize planograms for category growth—a task that is both time-consuming and costly, yet indispensable for informed decision-making.
Moët Hennessy’s commitment to overcoming these challenges involved a strategic initiative to link granular KPIs collected at the store level with sales and shopper insights. The goal was clear: to devise a Perfect Store Strategy that would not only optimize product performance but also elevate customer satisfaction to new heights.
Gathering Insights Across the Board
The approach of Moët Hennessy and Snooper (now Wiser) was multifaceted, encompassing full geographical coverage with shoppers visiting stores across the country. These shoppers provided invaluable insights on the shoppability of the dark spirits category and the visibility of products in the aisle, focusing on aspects such as in-aisle signage and share of shelf by brand or position.
Unbiased shopper insights shed light on the impact of store environment and organization on navigating the spirits category, while automated correlational analysis offered best practices to drive sales through strategic store layout, signage, and planogram adjustments.
Results
The collaboration yielded remarkable outcomes:
- Key Metric Identification: Through correlating shelf and sales data, key sales drivers for the category were pinpointed, unveiling improvement opportunities across banners.
- Actionable Data Insights: These insights were pivotal in refining planograms and persuading national retailers of the importance of navigational signage and consistency in planogram execution.
- The Perfect Store Strategy Emerges: The identification of the Perfect Store Strategy became a beacon for continuously driving better shopper experiences and, ultimately, higher sales.
Reflections on a Strategy Well-Served
“Not only did they ‘get it’ when it came to setting a store strategy, but their passion for the subject and can-do attitude made anything possible! With the point of purchase undergoing a rapid transformation, we need more partners thinking outside the box and getting it done quickly so that we may stay agile.”
Emilia Simonin, Moët Hennessy’s Category Development & Insights leader, encapsulates the essence of this journey above, highlighting the blend of strategic insight and passion that made the implementation of the Perfect Store Strategy not just a goal but a reality.
In an industry where the retail space is rapidly evolving, staying agile and thinking outside the box has never been more critical. Moët Hennessy’s case underscores the necessity of a data-driven approach to optimize each store. Identifying key retail locations, making informed decisions on sales factors, and tailoring KPIs to reflect each store’s unique attributes are essential steps toward securing additional market share and category growth.
Concluding Thoughts
Moët Hennessy’s venture into perfecting the retail experience through strategic planning and execution serves as an exemplar for luxury brands navigating the complex terrain of FMCG retail.
The Perfect Store Strategy, with its emphasis on optimizing key facets of the shopper’s journey, from store layout to product visibility, sets a new standard for achieving excellence in retail execution. As we look to the future, the lessons gleaned from this case study illuminate the path toward creating retail environments that not only meet but exceed the expectations of today’s discerning consumers.
To learn more about the Commerce Execution Suite, contact us at intel@wiser.com or visit www.wiser.com. Here’s a PDF version of this use case.
