Challenge
The traditional trade is tough to operate in due to the lack of actionable data, even though most consumer transactions occur in this channel. In Mexico’s market, over 800,000 stores are available as sales opportunities to reach consumers. The complex distribution landscape makes it among the most challenging markets to measure, read, and ultimately execute. Duracell Inc. wanted to better understand their price positioning compared to their competitors and grow their distribution coverage, so they turned to Premise to collect in-store data across Mexico.
Solution
Duracell harnessed the power of data with the Availability and Price Trackers. Leveraging the on-ground network of Premise, Duracell collected pricing data on their products and those of their competitors from stores across Mexico. This data played a pivotal role in shaping Duracell’s product positioning and pricing strategy. The insights revealed new store opportunities, where Duracell could increase their distribution, with 7% of the stores visited by the Premise network selling Duracell exclusively and 34% selling competitors’ products exclusively.
Outcome
The insights and actionability of the Availability and Price Trackers featured data collected from over 1,000 store visits, where Duracell was available in 69% of those stores, with promotional material present about 60% of the time. Additionally, they had an average of 1.9 facings per store, compared to their competitor at 2.1 facings per store. Duracell used these insights to expand their distribution of SKUs and increase more promotional displays in stores.
Next Steps
The Duracell team plans to expand this project into other markets across LATAM to find more sales opportunities and improve regional distribution.
Take a look at this webinar if you would like to learn more.