New impulses for the service station
Bad Salzuflen. (bre) How does a product that is located in the north of Germany sell compared to a product that is placed in the south? Which brand is preferred by shoppers? And how does placement affect sales? POS TUNING and four other cooperation partners have tackled these exciting questions. The result of this analysis was now presented to the public at the ECR Days in Düsseldorf.
HEM, Red Bull, Bormann and Gordon, neoalto and POS TUNING had set themselves the task of subjecting placed product groups in a so-called Energy Zone to a holistic analysis. The increase in sales of the placed articles was defined as the primary goal. Nationwide, data was scanned and analyzed at 15 test stations from July to December 2021.
The so-called Energy Zone has been placed in HEM gas stations nationwide. Various communication elements were also used in the process. LED lighting, toppers and branding should provide the necessary attention. Furthermore, attractive multibuy offers and fast-moving items from the dry food range were presented in the Energy Zone. In the cooler, which was equipped with products from Red Bull, feed systems from POS TUNING ensured perfect visibility in the front row. For a more meaningful analysis, the Energy Zones were equipped with different assortments. The High Profit range was placed 8x. The Share assortment has been presented 7x in HEM gas stations. In three coolers, neoalto sensor technology was also used to track sales in the Red Bull Cooler.
The entire handling in the apron – thus from the development, the building up to the logistics was taken over by POS TUNING. With the ready-to-store concept, it was possible to have the Energy Zone delivered to the service stations fully assembled, so that they only had to be filled on site. Also the connection to the sensor technology of neoalto, has been organized and carried out by POS TUNING. RED BULL and POS TUNING have jointly taken over the personal implementation.
Bormann & Gordon, specialists in shopper and POS research, then came into play when tracking shopper traffic in the gas station. The measurement of the shopper frequency to the Energy Zone in comparison to the refrigerated shelf showed that there are no frequency losses at the refrigerated shelf due to the use of the Energy Zone. The placement of the test articles in the Energy Zone resulted in an average sales growth of 11%. Overall, there was sales growth of 3% in the beverages and snacks category.
In conclusion, the Energy Zone can be described as a real success project. With the additional themed placement of the Energy Zone, it was proven that more sales were made. Sales growth in the selected categories is impressive. Furthermore, there was no cannibalization of the other placements. neoalto’s sensor technology was able to evaluate exactly which placement the merchandise that was sold came from in a fully automated manner. Without this digital analysis, this would only have been possible through time-consuming and expensive selective observation. Thanks to Bormann & Gordon, there is a perfect new Mafo tool for this, which enables these analyses at reasonable costs. The success story continues as the Energy Zone is now being rolled out nationally at HEM.
By the way: The project is among the top 3 of the ECR Innovation Excellence Award 2022.