Annie Gasparro
speaker
127 appearances
3 recordings
1 series
first heard Feb 2020
last heard Jul 2021
Annie Gasparro’s voice in public audio — every appearance, attributed to the second.
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Appearances
WSJ Your Money Briefing · Grocers vs. Big Food Companies for Control of Shelf Space · 19 Feb 2020
podcast
They were going to the stores to get their Lay's potato chips or their Diet Coke.
But now there's all these challenger brands that are newer, they're trendier, and they're the ones driving growth.
So the retailers don't rely on the big brands as much anymore.
There's still a huge portion of sales, but this is giving the small, trendy brands a chance to...
really be in the ear of the retailer executives and influence more of the shelf placement than they ever used to do.
And these meetings that they have are for designing planograms is what they call it.
And that's how they determine what gets the best placement and what goes next to what.
And it's a really...
a really extensive process that you probably wouldn't realize when you're just walking through the aisles of the grocery store.
The best place to be in most cases is the strike zone, as they call it.
And that is slightly below the height of your eye because everyone tends to gaze downward a little bit.
And if you have that spot in the center of the aisle, that's where you're most likely to get consumers' attention.
So everyone wants that spot, and every brand is out there to convince retailers that they deserve it.
That is measuring how long someone will look for a brand before just giving up and not buying anything.
So...
If your brand will captivate people to the point that they will spend more than three seconds looking for it, then that's a good sign for your brand.
And grocery stores are taking that into account.
They can get into these software programs and adjust things like that to show what a difference it would make to put a brand with a longer or higher walk rate
in one spot versus another spot.
And then they can calculate what that would do to sales of not just that brand, but the entire aisle.
Showing 81–100 of 127 · page 5 of 7
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