I have previously discussed the fact that the potential for Winning Colours Stain Remover, even in Canada where it began, has barely stratched the surface. The challenge is to find facts which demonstrate this specific point. An in-store service call that took place today provides such an illustration.
When products are new to the retailer, they are risky to the retailer because the brand is not yet well known. Therefore new products that do not come from major suppliers are often assigned less valuable shelf space; way up top or at the bottom. We all know as consumers ourselves that even the trivial extra effort of reaching up or bending down makes a big difference to the likelihood of us picking something up. Winning Colours Stain Remover has been gradually earning its way to better shelf space (and even on-floor merchandising units). The difference can be dramatic.
A Toronto based Canadian Tire store that agreed to take in the Winning Colours rolling display on August 18th found an immediate increase of the daily turnover from a few bottles per month to nearly two bottles per day. This was described in a Winning Brands store visitation report extract that was posted on a popular discussion forum. At the time, we reported that this change resulted in the elevation of sales from a couple of dozen in half a year to about the same amount in approximately a couple of weeks. But what has happened since then? Determining this was the purpose of today’s follow-up. That store has now sold 123 bottles (full sized 30.7 oz.) since August 18th – an increase in turnover that remains steady throughout the period and exceeds the business plan target for the brand on a per-store-basis.
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The simple act of moving Winning Colours from shelf placements assigned to beginners into merchandising positions that are earned through perseverance, product support and positive customer word of mouth has a profound impact in velocity. This is one facet of the work being done “behind the scenes”. It doesn’t generate headlines, but it is what makes the basis of the business increasingly solid.
Winning Brands endeavours to obtain placement of Winning Colours Stain Remover into more prominent positions within participating stores, where permitted. This is not easy for many reasons, however stores which do grant permission benefit greatly.
