Case Study

Case Study: In-Store Qualitative Validation for Shelf Placement

Context:
A spirits brand sought to validate its vodka product in order to secure premium shelf space in major retail outlets, particularly a major multinational retailer. The objective was to demonstrate that the product not only matched the quality of key incumbents, such as Tito’s and Grey Goose, but outperformed them in several key areas. By proving parity or superiority to established brands, the brand aimed to make a compelling case for major retailers to allocate shelf space for their vodka.

Engagement:
Strop partnered with the spirits brand to execute a comprehensive retail validation study. The goal was to assess the brand’s vodka positioning in comparison to well-known competitors and to showcase its performance on key attributes like mouthfeel, smoothness, and purchase intent. This research provided the necessary data to support a strong pitch to leading international retailers, demonstrating that the product could outperform category incumbents in key consumer-driven metrics.

Methodology:
The research utilized a comparative blind tasting format to ensure objective feedback. Participants were asked to compare the brand’s vodka against established leaders like Tito’s and Grey Goose on several key attributes. In addition to the blind tastings, shelf placement simulations and retail audits were conducted to assess the product’s potential in real-world retail environments. Finally, customer feedback surveys provided further insights into how consumers perceived the vodka in terms of mouthfeel, smoothness, and overall purchase intent.

Result:
The results were compelling. The vodka not only proved to be statistically indistinguishable from well-established brands but also outperformed them on key attributes such as smoothness, mouthfeel, and purchase intent. This data provided the brand with a powerful case for major retailers, showing that their product could offer consumers a higher-quality experience than many top competitors.

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