SMARTInsights blog

SMARTInsights :   Category and Space Management
Oct
7
2015

Henkel Leverages Shopper Segmentation to Boost Sales

Henkel Leverages Shopper Segmentation to Boost Sales
Henkel has expanded its shopper segmentation to include five behavior types instead of three. That, coupled with the knowledge that many consumers' shopping styles vary based on category -- laundry vs. beauty, for example -- has helped Henkel target a broader market and increase sales. Henkel uses that knowledge to "identify promotional strategies and also specific tactics," which the company shares with retailers, said Dorene Squires, director of category management and shopper insights for Henkel's US division.

 
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Oct
29
2015


SMART Introduces an Innovative Market Research Offering of Path to Purchase Shopper Journey

The State of the Instant Potato Category


With declining sales and a stagnant consumer base, the Instant Potatoes industry needs to better align marketing mixes with shopper expectations.Understanding the consumer and how they shop is critical in finding ways to connect. A detailed and relevant model of the shopper’s purchase journey provides better opportunities for targeted interception points. 

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Nov
4
2015

SMART Goes the Extra Mile to Help Mars & Wrigley Win Halloween

The planning that goes into celebrating Halloween can be exhausting for all of us. What do we wear this year? Is our spider-web and scarecrow décor up to par? And most importantly, DID WE BUY ENOUGH CANDY TO FEED ALL THE TRICK-OR-TREATERS?!

It’s also a critical time of year for one of ASM’s most valued clients, Mars Candy. This year, SMART hit the stores in support of ASM and Mars to make sure our candy brands were properly merchandised and in optimal selling locations during the critical days leading up to Halloween.


SMART associates visited stores in Portland, Boise, and Harrisburg markets to stock shelves, improve displays, and ensure MARS and Wrigley products were in position to win this Halloween season.

During our store visits, ASM grew Mars sales during the largest confection holiday of the year, surpassing sell-thru objectives at Walmart for Mars and Wrigley brands, and increasing Mars share of sales across multiple channels.

Thanks again to the team at SMART - We certainly earned our TREATS this Halloween!

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Jun
29
2016

SMART is Represented at Refrigerated Foods Association Annual Conference


Every year we are bombarded with the latest predictions and trends for the coming year. Where do these trends come from? Why are they considered trends and not fads? Which ones really matter? This Spring, one of SMART’s strategic Category Managers, Alex Stanley, represented the team at the Refrigerated Foods Association’s 36th Annual Conference in St. Petersburg, Florida as a guest speaker to answer these key business questions.

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Oct
4
2016

SMART Honored at CMA 2016 Best Practice Awards

Retail Leader and The Category Management Association hosted their 2ndAnnual Best Practice Awards during the 2016 Category Management Conference in September. Hosted by at the Mirage in Las Vegas, the awards honored ‘Best-in-Class’ collaborative initiatives.

In the Collaborative Planning award category, SMART’s Team Leader of Category Leadership, Chris Howe, received the Bronze award for crafting a client’s bread shelving strategy at a national retailer within the grocery channel. 

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