Commerce & Shopper Marketing: Category/Aisle Evolution

Some of the most impactful shopper marketing efforts occur when a deep understanding of shoppers’ attitudes, behaviors, and needs lead to innovative category/aisle evolution.



Xfinity Retail Transformation

Xfinity set out to transform their stores from functional service centers with low satisfaction ratings into inspired shopping destinations people love. We put shoppers at the center of every decision, transformed our sales associates into engaging hosts and created an experience that helps people discover how our solutions simplify their life. The new experience nearly tripled net promoter scores, increased core audience visits by 48%, improved affinity among tough prospects by 16% and converted more sales across all core business units. Proving engaging retail can transform any category.

Brand: Xfinity
Client: Comcast/XFINITY
Agency: FCB/RED

From Big Box to Food Boutiques

Metro Market didn't appeal to adventurous millennial shoppers who wanted intimate vs. huge and impersonal. By re-imagining and re-branding elements of the store to a create a public market-like atmosphere, they brought back young shoppers--and sales--in droves. Weekly visits increased by 64% and items per cart sales increased by 60%.

Brand: Roundy's/Metro Market
Client: Roundy's/Metro Market
Agency: Cramer-Krasselt

The Diageo Whiskey 5

The Diageo Whiskey 5 portfolio program was effective because for the first time, whiskey was categorized based on “taste” and was presented to shoppers in a new way “they” could understand…not through traditional retail/trade aisle classifications or swayed by price & quality perceptions. By breaking down a very complex and often confusing category into 5 taste profiles (Smooth, Spicy, Bold, Sweet, Smoky), shoppers were less intimidated and more confident to discover brands that suited their own tastes.

Brand: The Diageo Whiskey 5
Client: Diageo North America
Agency: Mosaic Shopper

2019_sme_2019_e-488-599_hero_1 Procter & Gamble Health & Beauty Reinvention
2018_sme_2018_e-350-270_hero_1 NABISCO Scale Ahold: Endcap of Dreams
2017_cl_2017_03_hero_1 Santa Rita 120 horas con el Arsenal

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