Concept Validation Assessment

Concept Assessment

CASE: '' HOW TO VALIDATE ROTATION HYPOTHESES AND CLAIM SHELF SPACE''

1: Challenge

VALIDATE ROTATION OF HYPOTHESES & CLAIM SHELF SPACE

• How do you claim shelf space in a crowded shelf characterized by high rotations?

• Our client wanted to gain insight into the potential of their existing successful product within another section in the store, which is claimed by other brands and solutions.

• Validating (or possibly rejecting) hypotheses made about basic rotations is essential prior to conquering a new section in the store.

2: Approach

Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses

Quantitative in-store assessment during 4 weeks

Fieldwork in 15 different stores (1 retailer), products are placed in two different sections per store (existing and new shelf).

Rotations measured from SKU and competition.

60* data points collected (1 data point= weekly base rotation of 1 store)

Outliers in data were defined and corrected

Basic rotations cross-checked with store system data

* Note: To get solid business assumptions the minimum requirement is at least 60 datapoints. The amount of datapoints can vary per project and depends on the depth of the study.

3: Impact

RESULTS HAVE HELPED WITH FURTHER IMPLEMENTATION AND SCALING

Validation of hypothesis: confirmed or rejected

The results ruled out the risk of cannibalization and provided the necessary evidence for upscaling and category growth.

The results helped our client in the further implementation, upscaling and prioritization within category management

Concept Validation Assessment
Meer weten?
 doutsen@bamboobrands.com
 +316 34 32 8850

Doutsen Hoekstra
International Marketing Project Lead