Getting CPGs in front of consumers can be challenging, especially when brands have difficulty visiting stores and monitoring display, pricing, and availability.
in the case of barillawhen it relaunched Albronzo, a red box of premium pasta, the brand wanted to ensure it was done seamlessly.
Barilla’s challenge was the “last three feet,” the critical distance between the warehouse and the consumer’s shopping cart. Key to Al Bronzo’s launch was an eye-catching display designed to attract shoppers if set up correctly.
The company has partnered with Store site Powered by an AI-enabled platform that analyzes over 1,400 photos posted by shoppers and provides insights from over 500 features. When using Barilla, we quickly discovered potential problems. This meant that many stores were not utilizing colorful artwork and branding correctly.
Janelle Heinrich, associate director of category management at Barilla, said the company used the technology to fill out stories for post-promotional analysis, especially during new product launches.
“You don’t know until you look at it whether it’s a small rack or a whole lobby display,” she says.
