Whole Foods Planogram

Transcript

1. Planogram Luisa Contaifer, Will Espinoza, Perry Lowder
2. At a Glance • 10 million customers per week • 1100 stores in the U.S • Emphasis on cost savings • 7 million customers per week • 362 stores in the U.S • Emphasis on organic/ Natural Products
4. Food Lion Observations • Call out ads promoting brands • Related items hung on the aisles (ex: cutting boards, patty presses, salad scoopers) but hid products on the shelf • Advertisements for Food Lion MVP card • Placed store brand buns at the end cap of the aisle • Aisle faced organic section • Aisle was 84 inches shorter than opposite aisle (ethnic foods)
5. Condiment/Dressing Aisle Salad Dressing Mustard, Mayo, Ketchup Hot Sauce, Barbeque Sauce Tuna, Canned Seafood Olive, Canola Oils 438in (36.5ft)
6. Mustard, Mayo, Ketchup Hot Sauce, Barbeque Sauce 78in 73in 96in Section 1
7. Salad Dressing 69in 96in Section 2
8. Whole Foods Observations • Aisle located near the entrance to the stock room • The aisle opposite to the salad dressing and condiment aisle had pasta, grains, coffee, frozen seafood meals, etc. • No displays or ads • Fairly heavy traffic by customers and employees • Aisle was wider than surrounding aisles
9. Data Analysis • 62 brands • 432 SKUs • 72 brands • 293 SKUs
10. Data Analysis
11. Whole Foods Shopper Profile • 13.4 million people shopped at Whole Foods in the past month • They are 7% more likely than other shoppers to buy things spur of the moment • 86% of Whole Foods shoppers say it’s important for them to continue to learn new things • They are 40% more likely to prefer shopping at a particular store because of employee knowledge • 44% prefer using the internet to plan shopping trips
12. Key Takeaway • Grouping products together puts convenient meal ideas into shopper’s mind as they go through the store and leverages impulse buys
13. Recommendation #1 • Move the aisle to face the produce section
14. Recommendation #2 • Further facilitate impulse buys by placing 365 brand products that compliment condiments in the end shelving of aisle • Current: Onion straws, chips • Recommended: Salt, pepper, buns
15. Key Takeaways • Whole Food shoppers are more likely to seek out further information about products before making purchasing decision
16. Recommendation #3 • Seize opportunity to provide more information about products by adding “call outs” throughout the aisle, with extra information on products shoppers often have questions about • Ex: “What else can I put Basil Peach Raisin Chutney dressing on?”
17. Key Takeaway • Consumers are attracted to new and different items • The hot sauce category has the highest percentage of non-national brands • Average cost of hot sauce is only second to mayonnaise at $5.44
18. Recommendation #4 • Reconfigure the aisle to give higher priority to hot sauces
19. Questions?
20. Appendix
21. Mustard, Mayo, Ketchup Hot Sauce, Barbeque Sauce 365 Organicville Koops’ Old Style Herb N’ Zest Roland Organics Maille Domaine des Vignes Annie’s Grey Poupon Maison Orphée Mina Harissa Rothschild Farm Rosebud Farm Tracklements Suzanne’s Peggy Rose’s The Ojai Cook Nasoya Hain Spectrum Sir Kensington’s Paleochef Westbrae Naturals Ashman Heinz Cucina Antica First Field Stubbs Dinosaur BBQ Cholula’s Christian Potier Lea & Perrin’s Uncle June’s The Wizard Colgin Rockland Mad Hatter Bone Doctor Bone Suckin’ Sauce Outta The Park Red Fork Demi-Glace Gold Simply Organic Smackason’s Yucatan Wing Time Slap Ya Mama Deathwish Melinda’s Scrumptious Pantry Heirloom Uncle Brutha’s Pickapeppa Charley Biggs Rufus Teague Red Devil Toigo Orchards Gaucho Ranch Newman’s Own Drew’s Hilary’s Brianna’s Appalachian Naturals Vino de Milo Palcha 8 Bragg Lucini San-J Bella’s Soy Vay Dress It Up Salad Dressing