Do not fail to display the full assortment on-shelf
Protect your NPD assortment on Woolworths’ shelf and perform better than Tilly’s Guilt-Free Frozen Dessert
Tillys Guilt-Free Frozen Dessert is failing in NPD execution at Woolworths by having poor assortment on the shelf.
Aglo has been tracking NPDs in supermarkets across Australia, and this month, we decided to check on how Tilly’s Guilt-Free Frozen Dessert is being executed.
The right assortment is key in the ice cream market
Tilly’s Guilt Free launches 3 innovative SKUs
Simple Foods recently launched Tilly’s, a new guilt-free frozen dessert for Woolworths in February 2019. Tilly’s targets health-conscious consumers who are looking for a guilt-free treat.
Tilly’s is ranged in the ice cream category. To win in the ice cream category, brands need to have a full assortment on the shelf. Consumers are always looking for different flavours, so it is essential to have the full assortment ranged.
Tilly’s Guilt Free NPD is missing on the shelf
Aglo’s network of shoppers inspected 33 Woolworths from March 4th to March 8th 2019 to check on the new product launch and how it has been executed across different stores formats and regions.
We found that although the overall NPD was being executed well, the assortment was not compliant in 52% of Woolworths stores, with Vanilla in particular having poor on shelf availability.
We assessed 5 key NPD metrics for Tilly’s in 33 stores
Tillys Cool Beans Vanilla was available only in 62% of stores.
Only 52% of stores had full assortment
92% of stores had more than 2 facings displayed.
Just 15% of the Tilly's range was on eye level.
91% of the stores had the correct price
Weak NPD execution on the shelf.
Ensure full NPD assortment on the shelf by using Aglo
Working with brands across Australia, Aglo has found that successful NPDs track 5 key metrics for the first three months after launch.
If you don’t track your NPD from day 1, you run a serious risk of being delisted – not because your product was not great, but because of avoidable NPD execution problems.
If you can’t get to enough stores to check how your NPD is being executed, or you need tools to manage the torrent of in-store photos from your team, Aglo can help.