Secrets Revealed for Effective In-Store Displays

POPAI, the Global Association for Marketing at Retail, and Quri, a provider of retail analytics and insights, revealed the findings of the Compliance Initiative yesterday at the POPAI Industry Leadership Conference in Lake Buena Vista, FL. The study used Quri's Impact tool to learn more about in-store execution of displays across the grocery, mass merchant, drug, and dollar retail channels.
Quri reported on more than 5,000 in-store observations tied to real-time sales data and in-store conditions, including location, merchandising efforts, and inventory. The data was used to calculate sales lift and ROI, allowing brand managers to review the performance of in-store promotions.
"Before real-time compliance measurement was efficient, we used anecdotal results to measure the effectiveness of our displays," says John Jaffke, senior director of sales operations for Kraft and Compliance Initiative Study co-chair. "Quri has helped us quantify our returns and distinguish great programs from those which we should not repeat."
POPAI and Quri provided participating brand companies with a complete report on actual compliance per location and an analysis of impact on sales lift as compared to aggregate study results. In Aggregate, the highest level, compliance of secondary displays audited as part of the POPAI Compliance Initiative showed that on average, nearly half of the stores had the planned display properly executed, as defined by the CPG manufacturer.
Power wings on average were the tactic that gained the most secondary distribution, while endcaps were, on average, the most likely to be executed according to plan. Interestingly, displays reliant upon store personnel for implementation were the most likely to be executed according to plan.
The results of this study showed that endcaps significantly outperformed other vehicles. Investments in mass merchant stores proved to have the greatest impact on sales. Food and drug, on the other hand, performed at lower rates.
The results also showed that display implementation compliance is significantly lower than what the industry perceives as a goal and the reality. Though dollar and drug show relatively higher levels of compliance, CPGs should be very aware of the realities that exist when trying to implement displays in over-crowded, under-staffed retail outlets.
ROI, or Quri's new metric Promotional Program Value (PPV), was calculated to better understand how much topline impact was created in respect to the cost incurred by a given display. During this study, the average cost per display unit was nearly $40. PPV on average for this study was 318%. This means that for every $1 spent on a display, in this study, there was an average return of $3.18 incremental sales dollars when properly executed. PDQs provided the most fiscally efficient vehicle measured during this study.
"The notion of in-store display compliance remains elusive when measures and definitions vary widely," says Michael Heneghan, Vice President of Sales, TimBar Packaging & Display and Compliance Initiative Study Co-Chair. "POPAI's constituents are working to refine a timely, effective and actionable platform of continuity with its current Compliance Initiative by engaging Quri, Inc. a retail intelligence group at the forefront of real-time analytics."