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POPAI Awards 2013: Category Management

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Entry Title: Priceline Mens Zone

Entry Category: 12 - Category Management

Entry Division:

Entrant Company Name: Active-Adval

In 2008 Priceline had refreshed their VM with new colours, store format and merchandise. The bold new pink branding had been instrumental in making Priceline the health and beauty “go to” retailer, however, the men’s category had been in a 10-14% decline since the VM overhaul. The decline has been driven by decreasing store visitations and low relevance for male shoppers with Priceline. The objective was to re-planogram the whole men’s section so that it would flow better and stand out from both the Priceline pink and women’s areas. This would need to be rolled out into all 330 stores nationally, and fit into existing store bays.

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Entry Title: ENERGIZER AUSTRALIA WOOLWORTHS BATTERY & TORCH CATEGORY SOLUTION

Entry Category: 12 - Category Management

Entry Division:

Entrant Company Name: EDA Point of Sale Solutions

•Reduce the complexity and confusion for the consumer when choosing from the extensive range of batteries that are now available, to meet the demands of modern devices – as well as gain an understanding of the large variety of torches and accessories•Woolworths challenged Energizer Australia and another major battery supplier to each provide their vision for the new Batteries and Torch Category, with the winning brand to be granted exclusivity in Woolworths•The objectives of the category update were to:A. Engage the shopperB. Educate the shopperC. Assist the shopper to navigate the categoryD. Drive sales

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Entry Title: KMART PLAN C

Entry Category: 12 - Category Management

Entry Division:

Entrant Company Name: EDA Point of Sale Solutions

•Increase shopper average weight of purchase (AWOP) and make Kmart the first choice for cosmetics needs at an affordable price •Drive sustained sales growth with Increased SKUs and brand focus •Segmentation by brand with sub segmentation by usage •Create an inviting easy to shop category solution incorporating full inter-changeability including brand, hangsell to shelf modules, backing panels & promotional areas •Cost effective updates and easy to manage at store level •Adapt to existing in-store fixtures without alternation or modification •Lockable storage modules for POS elements, products, merchandising hooks and shelves •Deliver cost reduction with planogram updating •Create a fully updateable and adjustable POG to maximise space efficiency and SKU facings •Ease of installation with minimum to no disruption to normal trading •Guaranteed longevity smart design and materials selection •Mandatory loss prevention / deterrent for hang sell products

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Entry Title: Bone Health - Shopper Solutions Unit

Entry Category: 12 - Category Management

Entry Division:

Entrant Company Name: EGR Display

- The objective of the Bone Health Shopper Solutions Unit is to provide a complete category solution for pharmacies and a category destination for shoppers by clearly defining the Bone Health category in store - Historically Bone Health products have been in varied locations throughout pharmacies, with 1 in 3 Australians suffering from Vitamin D deficiency, it is imperative for shoppers to easily locate vitamins for their Bone Health needs - The Bone Health category managmenet unit brings all related brands and products along with powerful category information into one unified bay

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Entry Title: Wellbeing and You Category Management

Entry Category: 12 - Category Management

Entry Division:

Entrant Company Name: Pop Impact

Currently the Health food & vitamins turnover in Australia is $1.4 million per annum. In 2012, Metcash’s share of this was only $14 million approx. Main objective is to increase share in this space aggressively, with a target of approx $120 million in the next 5 years. To do this, Metcash’s brief was to create a ‘store within a store concept’ for the Health Food & Vitamin aisle for IGA, SUPA IGA’s and Ritchies Stores that: 1/ Increase shopper traffic in the Vitamins & Well Being Aisle 2/ "De-clutter" the section, and be more shopper friendly 3/ Provide information to shoppers to aid in buying decision 4/ Increase sales

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