A major research project was commissioned to understand shopper behavior in relation to the category, occasions, missions, needs and barriers.

In the absence of information to guide them (and with a low understanding of the Spirits category as a whole), shoppers purchased on price or defaulted to safe products such as beer.

An overhaul of the category was required: position in store, space allocated to beer and spirits, planogramming; ranging and
layout.

Using shopper insight to build the argument, Retailsense supported the Diageo team in securing the additional space for spirits, the remodelled planogram; a fair share of space and an Ease and Navigation POS solution to facilitate education, category understanding, speed and ease of purchase. This is now being rolled out across Game Stores in Nigeria.