Palmer’s: Using Shopper Behavior Assortment Deep Dive to Gain Item Placement via Incrementality and Non-Substitutability
Insights gained from Walmart Luminate helped Palmer’s understand if new additions to their assortment would be beneficial to the category
How should a Walmart supplier with a large existing assortment approach the addition of new items while ensuring the expansion won’t cannibalize the current lineup?
That’s the problem E.T. Browne faced with their brand, Palmer’s. With an already robust lineup of beauty and personal care products across eight different Walmart categories they wanted to expand their selection with two new sizes of already available products. However, they understood they needed to do so tactfully.
The team partnered with their Walmart Merchant to ensure they were aligned with Walmart’s already established Hand and Body Lotion strategy. Their findings from Walmart Luminate Shopper Behavior Assortment Deep Dive helped them understand what items were selling, if they were reaching enough shoppers, and how important their products were to their most loyal shoppers.
The results of their deep dive into Walmart Luminate confirmed they were on the right path and gave their Walmart Merchant confidence to include two new Palmer’s items on the shelf.
Read the case study now for a closer look into their process and see how deeper insights can help develop your own game plan for future assortment additions.
References:
Proprietary First-Party Data, Walmart Luminate 2024.
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