InContext helped recommend ways to increase pork sales in the fresh meat case without negatively affecting other meat sales.
InContext designed a two-cell virtual store test: the benchmark was based on a traditional arrangement, set in a generic grocery store. The test included all the same beef and chicken SKUs, eliminating duplicate beef facings to create space to include six new pork SKUs.
- Sales Growth: Determine if adding a broader assortment of fresh pork cuts to the fresh meat case, repurposing beef facings with pork, increases pork sales and overall category sales.
- Shopability: Understand which POG provides shoppers with the best sales experience, especially ease of shopping.
3. For the consumer: No loss in beef or chicken options, yet more choice
Conducting their proposed new layout in a virtual store, the National Pork Board was able to provide thought-leadership and create a factual basis for pork producers to show the value of expanding their space allocation in the meat case, using an innovative research approach.