Background

Pepsico (Australia) had a merchandising requirement to develop a small footprint display vehicle designed to suit Grocery express checkout locations for their Smiths 50g chip range.  By generating a lift in grocery sales, Pepsico would also increase the retailers “snack” profitability. 

Strategy

The solution had to generate immediate excitement from the retailers and deliver instantaneous impulse sales at the checkout location. They also had to be easy & fast to implement with modularity to accommodate multiple locations, space efficient, mobile and recyclable.

Results

Execution time is critical to achieve a successful promotional result. The Flat pack rack roll-out was achieved in record time for a non pre-built rack roll-out. The field team who are predominantly female, found the light weight rack (4 kg) combined with the compact pizza box outer carton easy to ship, stack and carry into store. As well as the positive health & safety aspects, it significantly reduced cost in labour, warehousing & freight increasing the ROI of the rack.

Sales growth during the promotional period far exceeded expectations and as the rack has been left up post promotion, a YTD market share growth ensured all sales targets were surpassed.