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Tefal

Innovation & category activation in distribution channel

Challenge

Tefal, a manufacturer of household products and part of the Seb Group, hires KISS Retail to transform Frying Pans/Roasters section in hypermarkets and department stores to grow the category and significantly increase its profitability.

To facilitate product selection for end customers from each distribution channel, and activate sales at the point of sale, since the then lack of understanding of the shelf display favored purchasing the cheapest offer.

Solutions

Analysis of shopper insights & shopping missions in distribution channels, information provided by Groupe Seb.

Observation of shopper’s behavior at the various points of sale.

Proposal for segmentation, ordering, and simplification of the assortment according to product characteristics and according to the most relevant types of customers and their cooking needs. Design of the different sub-sections and animation of the point of sale.

Results

Greater visibility and commercial appeal of the section has meant greater profitability for Tefal and for channels.

The simplicity and clarity of the exhibition has resulted in greater speed and pleasure of purchase for the shopper.

By incorporating sorting criteria, shoppers not only look at the day's offer as before, they now understand that there are different levels of quality.  They have more information to make their decision, which has favored TEFAL sales as well as the increase of the average ticket and profitability for the distributor.

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