A startup premium men’s grooming brand with limited Walgreens distribution wanted to introduce a new product plus an entirely new product line alongside their two existing Men’s Shave products. Original Shave Cream had 93% distribution after three years, and newer Cooling Shave Cream had 20% distribution, with less than a year on shelves. Brand new Sandalwood Shave Cream and a full line of Beard Care products were unproven in the marketplace.
Leveraged RSi category data and our proprietary category analysis process to develop a compelling case supporting distribution expansion and new innovation proposal by demonstrating that:
- 1. Despite limited distribution, both Cremo Shave products ranked among the most productive SKUs in the category
- 2. Cremo Cooling Shave Cream was ranked the #1 most productive SKU among new products in the category, thus warranting distribution expansion
- 3. At a premium retail price, Cremo products contribute premium profits relative to the category competition
- 4. Cremo’s brand resonates with Walgreens consumers, and the on-trend Beard Care innovation represents an opportunity for Walgreens to drive incremental sales growth in an emerging category
Secured Sandalwood Shave Cream distribution in 75% of stores
Secured entire Beard Care line (5 SKUs) distribution in 75% of stores
143% Sales Increase
Cremo Men’s Grooming sales increased 143% year over year
More Case Studies
Case Study #1:
Hockfield knows continued success means regular, granular analysis of sales and stock data. Often this involves digging into store-level data to uncover the root cause of an opportunity. Through careful tracking, we identified a solid sales opportunity for our client DerMend® that was difficult to see from a 30k-ft view; it was certainly not one that would be easily picked up by auto-ordering systems. Hockfield found 253 stores, representing a small fraction of their total distribution that were characterized by strong unit sales and low average inventory on hand.
Case Study #3:
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