Leading Snack Food Brand
3 ways a leading American brand works with Trax Dynamic Merchandising across sales channels
1. Pack-out merchandising during Covid demand peak
286k cases re-stocked
2. Expanding points of distribution in mass stores
5,000 equipment placements
3. Audit of convenience stores for planogram
25,000 stores audited
Trax reporting and analysis set them apart. This coupled with their speed and the way they managed each project from start to finish with total focus on outcomes is why we used Trax DMX during the pandemic and why we plan to expand with Trax over the coming years
The Results
1. Pack-out merchandising during Covid demand peak
When the pandemic struck, a major CPG brand needed to provide additional boots on the ground as store staff couldn’t handle the elevated turns in stock needed due to increased COVID demand.
Moreover, with available shelf space being limited in store, the CPG needed to find an innovative way to grow sales for its products.
The brand turned to Trax Dynamic Merchandising to cover a wide geographic area quickly. In just one week during the peak of the pandemic, Trax reached 9,384 stores across 4,295 zip codes to restock 21,000 cases of different SKUs.
In total, the Flexforce delivered 27,000 hours of labor over nine weeks, with 10 cases merchandised every hour for a total of 286,000 cases stocked. The cost of the CPG brand’s investment into Dynamic Merchandising was just 10% of the revenue generated.
Trax Dynamic Merchandising was also deployed and scaled across the US in just days instead of the weeks or months it takes traditional third-party merchandisers.
In fact, the use of Trax Dynamic Merchandising has now become the playbook for this CPG when faced with a shortage of frontline workers. In January 2022, as the Omicron variant caused more out of stock challenges, the brand once again contracted the Trax Flexforce with thousands of hours of pack-out relief.
2. Expanding point of distribution in mass stores
With available shelf space being limited at impulse locations in store, the CPG needed to find an innovative way to grow sales for its products meant for immediate consumption. So, Trax deployed its Flexforce to drive impulse purchases at high traffic locations in the outlets of a major US retailer.
With intuitive secondary displays installed in the checkout lanes by the Flexforce, the CPG achieved higher visibility with impulse shoppers. The points of distribution rose from 1,600 to 5,000 and resulted in a double-digit lift in sales across the retailer’s stores.
Additionally, the brand was awarded Supplier of the Year by the retailer for the successful implementation made possible by Trax.
3. Audit of convenience stores for planogram
The CPG needed to conduct an audit of the convenience channel to measure contract compliance by a retailer regarding space and range, and to identify equipment and point of sale (POS) opportunities. However, the convenience channel is tough to manage given the pace of change and the vast network of stores and lack of reliable, timely data. In addition, the pandemic led to a switch in shopper behavior — they started using the convenience channel for making regular home goods purchases instead of just on-the-go convenience.
With Trax Dynamic Merchandising, the CPG was able to audit 25,000 stores across the convenience channel. The data was also received in real-time, compared to other data sources in the channel which can experience a lag of up to six months.
This data audit was of strategic importance to the CPG, enabling smarter category management decisions, reduction in wasted POS materials, and more productive resets.
The Bottom Line
The major CPG featured here is not alone. Nearly 500 other consumer goods brands (from the world’s biggest CPGs to founder-led and challenger brands) have deployed Trax Dynamic Merchandising since 2020. Every month, Trax’s Flexforce calls upon 100,000 stores.
Read our blog to find out more about this case study.
- CPG retail merchandising executive
Trax’s unique difference is their ability to react quickly, within a week, and touch the entire country.
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