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Perfect Bake - Save The Listing

Vital Statistics

Client:

Kerry Foods

Project Period:

8 weeks

Services Used:

Strategy & Planning

In-Store Merchandising

Point of Sale Implementation

The Brief

Richmond Perfect Bake sausages launched in April 2015 with the objective of freeing up family time by packaging sausages in a unique oven-ready griddle tray to help the consumer cook without the mess or fuss associated with frying or grilling traditional sausages.

The product was initially listed in both Asda and Morrisons, and while the product quickly achieved a rate of sale of 30 units per store per week in Asda, this was as low as 3 per store per week in Morrisons, putting it at risk of being de-listed.

Kerry Foods approached McCurrach and presented us with the challenge of achieving a rate of sale of 40 units per store per week during a promotion running over 5 weeks, with only 2 weeks notice to prep.

The Activity

Our first task was to understand why Perfect Bake was not selling well in Morrisons given the performance in Asda. The issue clearly wasn’t with the product itself!

Our Retail Execution Team quickly identified that responsibility for all pre-packed sausage SKUs in Morrisons had recently been passed over to their butchery department from the fresh food department. It transpired that the issue lay with the fact that while the fresh food department had long term embedded disciplines in place on how to order, replenish and display products and make best use of promotions and POS, the butchery department were not used to these type of products and did not appear to be giving sufficient focus to this area. The result was poor availability and poor promotional compliance.

We built a three point plan to ensure success:

Our strategy to deliver on the above plan was:

Design a bespoke pre-sell document that outlined features of the product, but more importantly, the financial benefits to the store. This calculated the additional sales opportunity and was to be based on the store achieving the target rate of sale of 40 units per store per week.

Create a dynamic calling schedule so that all 203 Morrisons stores would be visited by our field sales team during the week prior to launch to sell in the promotion and agree on product sales volume. This order had to be submitted back to Kerry Foods by close of business on the Friday to ensure delivery to store by Monday. Our Retail Execution Team would then visit all stores again in the following weeks to ensure displays were built and POS existed.

Agree a process with Kerry Foods Demand Planning team whereby the McCurrach Retail Execution team would agree an initial stock allocation with store contacts. This stock would be set up on the displays during days 1-3 of the promotion. This would ensure there was significant volume to create bold and impactful displays and draw the customer to the brand. By working collaboratively with Kerry Foods’ demand planning, National Account Manager and Morrisons’ buyer we could ensure that these volumes were honoured and we could provide regular updates to all parties.

The campaign was a roaring success and produced fantastic results for Morrisons, including achieving a rate of sale of 52 units per store per week, and outperformed a similar Asda promotion that was set at a lower price point.

The Results

We increased stock allocations by 2000% during promotional period

We increased stock allocations by 2000% during promotional period

We over performed on the promotion by 30%

We over performed on the promotion by 30%

The product was saved from being de-listed & is now worth £1.2M per year in Morrisons

The product was saved from being de-listed & is now worth £1.2M per year in Morrisons