3. Objective:
re-create planograms for the snack food aisle in our
store, Kroger, and our competitor store, Walmart, as
well as detail our methodology, findings and
recommendations for our store.
Sunday, April 6, 14
4. Methodology:
observed snack food aisles, recording brand names,
number of SKUs (stock keeping units) per brand, number
of facings (consumer-facing SKUs) per brand, and linear
feet per brand
observed shopper behavior and customer flow patterns
through store aisles
Sunday, April 6, 14
12. for both &
the highest average product price
was for the middle two rows
[row 4 & 3]
Sunday, April 6, 14
13. Average Price by Shelf
Top Shelf
Aisle 10 (Snacks) Aisle 11 (Chips)
Eye-Level
Lower Shelves
Bottom Shelf
$3.56
$3.50
$3.70
$4.02 $3.11$3.70
$2.83
$2.16
$3.46
$3.24
$2.91
$3.10
$3.04
$3.61
$2.93
$3.65
$3.55
$3.28
Sunday, April 6, 14
14. discounted national brands
located
at the beginning of the aisle
discounted national brands
located
near the middle of the aisle
Sunday, April 6, 14
15. carries almost 25% more
in private label brands
than
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16. We also observed in
the week leading up
to the Super Bowl
Sunday, April 6, 14
17. had massive, Super Bowl-themed
entrance displays featuring
chips and dips
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18. only had [3] end-cap displays
throughout the entire store
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22. Locate near bread, condiments aisle:
because of the common association
between “sandwich & chips meal”
makes snacks a complementary
product purchase
Position snack aisle SKUs as “lunchtime necessities,”
rather than unhealthy indulgences
Sunday, April 6, 14
30. Kroger has a separate snack aisle
for natural & organic – on the
other side of the store
Casual customers don’t go down this aisle:
Kroger is missing an opportunity to sell
these high-margin items
en masse
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32. Keep more expensive and
high-margin SKUs on center
shelves
But further orient items based on
target consumer’s eye-level:
Sunday, April 6, 14
33. Organic and natural snacks:
Located on higher shelves for adults.
Colorful and kid-themed:
Located on lower shelves for children.
Sunday, April 6, 14
