PRINCIPAL QUESTIONS: Can the Energy Zone further boost sales? Where would this need to be placed in the market? Which range makes the most sense in combination with chilled energy drinks? Does a secondary placement cannibalize the regular refrigerator?
Assortment planning through READY TO STORE solution
Category management optimization through live data
The EnergyZone — New energy to increase sales!
15 stores, 2 assortments
With the help of neoalto sensor technology, goods movements were recorded to the second. Among other things, this determined how the following areas perform:
Live data from each location made real-time measurement of different assortments and placements in the service station possible.
Category management for optimal assortment planning
The joint category management project between Deutsche Tamoil GmbH (HEM service station) and Red Bull was intended to clarify the above issues. This goal could only be achieved together with other partners. POS TUNING took care of the development, the construction as well as the logistics of the Energy Zone. The implementation of merchandise feeds and the addition of lighting, toppers and branding were also part of the job. Thanks to neoalto’s sensor technology, each individual goods feed was made digitally measurable in order to measure and analyze the movement of goods (removals as well as fillings). Bormann & Gordon also provided insights into user behavior at the service station through a digital shopper frequency measurement (3D CAM & IR knife).
The combination of automation and digitization has enabled the
Energy Zone Send live data from different locations. This was
it is possible to test different planograms, vary the location of the set-up and also further track shopper behavior before and after reaching into the EnergyZone. Thanks to neoalto technology, it was possible to track and evaluate sales for each individual product down to the second.
As a category management project, the Energy Zone was nominated among the top 3 of the ECR Awards 2022!