What’s a shopper marketer to do before her critical merchandising event of the year?

Download the presentation "How Crowdsourcing Lifts Merchandising ROI: Removing Retail Blindspot."

How Dreyer’s and Coffee-mate Benefited from a Measure, Correct and Learn Approach to Retail Execution

When brands can’t see what their shoppers see, they can’t hope to understand the quality of in-store merchandising plans, even the best-laid ones. Worse, it’s impossible to hold a field force accountable.

Partnering with Quri, Nestlé launched a summer 2013 execution assessment (covering the critical July 4 holiday weekend) of Dreyer’s ice cream and a Sept. 11-17 measure-and-correct deployment for a critical Coffee-mate in-store promotion.

What Nestlé uncovered—pricing and promotion gaps ranging as high as 16%—and how they used actionable analytics—as part of an agile “measure, correct and learn” discipline to improve retail execution—are real wake-up calls for sales and shopper marketing professionals worried about the success of their brands’ in-store merchandising.

Download the presentation "How Crowdsourcing Lifts Merchandising ROI: Removing Retail Blindspot."