The main objective of the project was to support the local Country Management in strengthening the leading market position by the implementation of shopper guidelines for (Ethnic) Traditional Trade.
The main challenge for the team was the lack of deep understanding of the target audience (African, Jamaican) and its implication for successfully addressing these consumer and shopper needs in the trade. A further barrier was that also Traditional Trade key stakeholders (predominantly Arab) were not aware of the specific shopper needs and potential.
Due to our experience with the product category and similar niche target consumers (Latin American consumers, Spain), BIBA|CS was able to quickly immerse itself into the ethnic channel and deliver Placement & Merchandising Guidelines.
In order to do so, BIBA|CS conducted IDIs, screened the market for consumer trends, carried out joint sales visits with sales team members, and prepared the training through online questionnaires to be filled out over several weeks by the sales team and set up a temporary online reporting tool. The final part of the project was the creation of the placement and merchandising guidelines (Commercial Standards).
Read more about our work for this customer here.