Strategic store targeting delivers results
Overview.
Nature Organics Fruits Haircare Range Performance –
Kiwi consumers are doing it tough in a recessionary economic environment and demanding value. Retailers are having to respond.
Approach.
The range is positioned as a quality plant-based haircare range that ticks all the boxes:
Plant based and good for the planet
High quality ingredients for efficacy
Large pack size delivering consumer value.
Distribution focused only on large Grocery Independents where the brand appealed to the local demographic. StorelinkIQ’s insights process identified specific store targeting so field efforts could concentrate on the right stores, driving quality distribution growth, volume deals, displays and bundle pricing. This store-targeted execution ensured the approach was customised to the brand and success was delivered.
Results.
The implementation of this strategy yielded stunning results:
Scan sales increased by +27% MAT (Moving Annual Total).
Weighted distribution grew by 45% over 12 months.
Conclusion:
By understanding and responding to the market need for value in a recessionary environment, and by implementing a focused strategy targeting specific retailers and offering value propositions like volume deals and bundle pricing, the Nature Organics Fruits Haircare range successfully achieved significant growth in both scan sales and distribution.
“Storelink’s impressive year-on-year growth isn’t just luck—it’s the result of a strategic, focused approach to distribution. By being intentional and targeted, Storelink has successfully built a strong foundation, driving the brand’s success.”
