Assignment
Masterfoods USA (Mars, Inc.), Time Distribution Services (TDS), a division of AOL Time Warner, and the Wrigley Sales Company, in conjunction with Dechert-Hampe & Co. (DHC), have been working together to identify ways of increasing the productivity of “Front-End”, check stand merchandising. This Front-End Focus study has resulted in a comprehensive program of consumer research, retailer data analysis and store testing across the 25 product categories typically sold at the front-ends of grocery stores. Eight major grocery chains, representing more than 5,500 stores and 20% of U.S. grocery sales, agreed to participate in the program. The initial research, which included over 1,300 consumer interviews in retail stores, identified a $1billion industry opportunity for improving checkstand sales. A second phase of the study focused on the impact of self-scanning technology for retailers and manufacturers. For more information on the results of this study and specific ways to improve consumer shopping satisfaction and maximize front-end performance, visit www.frontendfocus.com.