Ferrero at Delhaize: the power of a smart checkout zone
The checkout zone is the ultimate place where brands make a difference. This is where consumers decide in a matter of seconds what goes home with them. For Ferrero, this was the key moment to position their iconic brand more strongly at Delhaize. Together with Smollan, an approach was developed that combined speed, precision, and visibility, ensuring Ferrero achieved maximum impact at the point of impulse.
The challenge: maximum visibility in the checkout zone
Ferrero and Delhaize had jointly developed a new planogram to better utilize the checkout furniture. The challenge lay in the execution: how do you ensure this plan is rolled out across all stores within a short timeframe, without disrupting daily store operations and with guaranteed consistency? That was the question Ferrero brought to Smollan.
Project objectives
- Convert all checkout zones according to the new planogram.
- Introduce new Ferrero SKUs and expand existing product lines.
- Work efficiently with minimal disruption to the store and the consumer.
- Increase Ferrero’s visibility and shelf share.
Smollan’s solution: speed, precision, and planning
To successfully tackle this challenge, Smollan deployed a dedicated field team. Our approach included:
- Efficient planning based on region and store classification.
- Communication with branches via central notifications and personal reminders.
- Starting before opening hours so that conversions were completed before peak times.
- Planogram implementation, including the introduction and expansion of Ferrero SKUs.
Through tight management and clear agreements, every conversion ran smoothly, with minimal disruption to the store and the customer.
Meetbare vooruitgang
- 127 supermarkets converted within 2 weeks
- An average of 8 checkout units updated per day
- +15% shelf share in the checkout zone
- A successful start to the partnership
Visibility at the moment of decision
A full shopping cart, a few seconds of waiting, and one glance at the shelf. That is the moment of decision where Ferrero wants to be present. By redesigning the checkout zone according to a smart planogram and meticulous execution, Ferrero gained more space, better visibility, and a presentation that inspires immediate consumer confidence.
“Ferrero was particularly satisfied with the results of this remodeling. They were especially impressed by the approach, as this was one of the first projects in the partnership. The efficient approach was key to its success.”
Kim Leemans – Operations Manager Smollan Belgium
Increase your brand’s visibility
With smart planning and efficient execution, we ensure brands are visible where it matters most. Discover how we can enhance your brand’s visibility on the shop floor. Schedule an introduction today.
