Supporting Unilever in Co-op

Supporting Unilever’s compliance in Co-op

Test and learn: Unilever Compliance

Brief
Unilever wanted to understand how to increase promotion and range compliance in Co-op stores.

Response
Our in-house Business Insight team, selected 100 Co-op stores and a further 20 Control stores to be supported with fortnightly calls by our Syndicated Grocery Team. We used our Syndicated team to support the trial as they have been operating in TCG stores supporting the Co-op with it’s POS compliance for the past 3 years. Our team visited the Co-op stores every 2 weeks to audit, fix, educate and maintain compliance over the trial period. Calls and results were compared to a control set of stores, to determine trial ROI.

Results

  • Our Test & learn trial results demonstrated an improvement in fixture availability by 1.5% and promotion compliance by 38.5% vs. control stores
  • The calls showed a positive ROI driven by LSV reduction and an increase in promotional compliance resulting in a £8.12 return for every £1 spent
  • We know that New Lines, Adding SKUs to Feature space and Promotional Price point set up, drive the best returns in Co-op Stores

As a result of this trial The Dee Set Group have now created a predictive ROI model for Unilever and other brands in Co-op Stores.