Consumer Lab.Mission — Retail – Food, Near Food & Non-Food (FMCG)
Boosting Out of Home, Retail Visibility and Sales Across Multi-Channel Environments
Consumer Lab partnered with Astra Sweet to optimize retail visibility and sales performance across food retail and leisure environments, aligning channel strategy, in-store execution, and shopper insights.
Client
Astra Sweet
Industry
Retail – Food, Near Food & Non-Food (FMCG)
Period
3-Month Mission
Role
Retail Visibility & Channel Strategy Consultant
Business Domain
- Sales Performance & Execution
- Marketing & Promotions
- Category Management
Strategic Focus
- Retail Visibility & In-Store Performance
- Channel Strategy & Execution
- Data-Driven Decision Making
Pillars Activated
- Designing the Customer Experience
- Empowering the Organization
- Optimizing Operations & Execution
- Transforming Products & Services
Strategic Context & Challenge
From fragmented in-store execution to performance-driven channel strategy
Astra Sweet operated across a wide range of sales environments — from food distribution to theme parks and cinemas — each with distinct shopper behaviors and space constraints.
While brand presence was established, in-store investments lacked a unified performance logic.
A clearer channel strategy was required to improve visibility, enhance conversion, and ensure that point-of-sale execution consistently delivered commercial impact across retail and entertainment channels.
Strategy built across the 4 pillars
Using Consumer Lab's 4-pillar framework, the mission aligned customer experience, organization, operations, and innovation into one coherent commercial system.
Product visibility, placement, and POS materials were redesigned to capture attention in high-traffic environments and influence impulse-driven purchase behavior. Shopper decision moments were analyzed to ensure Astra Sweet's products stood out and converted effectively across retail, theme parks, and cinemas.
Channel priorities and performance criteria were clarified to support better decision-making around space allocation and in-store investments. A shared channel performance logic enabled teams to align around what drives visibility, engagement, and sales across different retail and leisure environments.
Sales data, store audits, and on-site observations were combined to evaluate store space utilization and category performance. This enabled Astra Sweet to optimize in-store investments, focus resources on high-impact placements, and improve the efficiency of retail execution.
Targeted point-of-sale materials were developed specifically for high-traffic entertainment locations, reinforcing brand presence while adapting to channel-specific constraints. These activations strengthened Astra Sweet's ability to deploy tailored commercial solutions across diverse environments.
Business impact
Optimized store space investments leading to stronger category performance
Improved product visibility and consumer engagement through tailored POS materials
Increased sales performance driven by targeted placement and activation strategies
Stronger, more coherent channel strategy across retail and leisure environments
Improved return on in-store investments through performance-based execution