Amrit Singh, H & Jodie’s Nisa Local, Walsall
- Range: Baby food and milk was mixed in with other products such as nappies and wipes, making it difficult for shoppers to find what they wanted.
- Merchandising: Products were not consistently displayed by feeding age, so shoppers could potentially miss items they might otherwise consider buying.
- Brand blocking: Like-branded products were at times stocked in different parts of the display, making it harder for shoppers to search for products within a particular brand.
Changes to help drive sales
- Range: Separating out baby feeding products from other baby--related goods helps keep products in a logical order and allows shoppers to clearly see the core range.
- Merchandising: Products were reordered so the baby food display ranged by age & grouped age-targeted products together, once rearranged it was easy to spot and add in missing lines.
- Brand Blocking: Placing like-branded products together allows shoppers with preferred brands to shop efficiently, and ensures they do not miss any products in the range.
After the visit with Danone’s expert the trial has gone really well and we are certainly selling more. My customers prefer the range I am now stocking and it’s become a lot easier for them to follow after re-arranging the shelves to separate items by brand and age. Ready-made milks, which we didn’t have before, are now our main line as they suit our customers’ needs.
Key lessons for your store
1. Ensure baby foods are displayed separately from other baby-related, non-food items within the fixture.
2. Display products in order of baby feeding age to ensure no part of your range gets overlooked.
3. Arrange products by brand so that shoppers can easily shop the fixture and see the entire range on offer.