On Shelf Availability Studies During Morrisons Instore Event

Monitoring on-shelf availability during Morissons baby and toddler instore event

Morrisons approached us to carry out on shelf availability studies during a baby and toddler instore event. Our results showed when and where stock levels depleted.

Objective

• Assosia were commissioned by our client to conduct in store availability studies during a Baby & Toddler event across Morrisons outlets.
• We were required to visit stores twice per day, morning between 8am-10am and evening between 6pm-8pm for 3 days per week, over a 3 week period.

Methodology

• Our field team visited each store covertly, monitoring the availability of products across the baby care and toddler range.
• During the visits, our field team recorded the number of ‘out of stocks’ and ‘low stock’ on shelf as well as taking photographs during every visit.
• On this occasion, we did not speak to store personnel to find out root causes, as our client did not want to encourage the stores to replenish the fixture out of sequence.

Outcome

• Our results showed our client that availability dropped during the evening visits (6pm-8pm) and in one particular store, the fixture was left empty for one full day.
• Dedicated space was also being taken over by alternative products due to low/no stock availability – resulting in lost sales for our client.
• Our reporting and analysis, allowed our client to speak to their customers and take the appropriate action.

Photographs taken during every visit