Market Research - Sales Results Through 27 Operational Weeks
We continue our market research conducted in the test location. 27 weeks following its launch, The Bread Gallery Destination® continues to show a signifigant impact on bread sales.
Bread Sales Following Launch of The Bread Gallery Destination®
After tracking the test location’s ISB and Grocery panned sandwich bread for eight weeks prior to the installation of the Bread Galleries, a weekly average of both categories was set to provide a base comparative.
The results in the accompanying graph are from the test location’s weekly scanned sales for a 27-week period beginning with the Bread Gallery launch, week ending Aug 3, 2007, and ending Feb 2, 2008.
During this period, we tracked the increases that have occurred in the test location in both ISB and Grocery breads; increases in ISB breads excluding Bread Gallery sales; increases in Grocery pan bread sales; and increases of combined ISB and Grocery bread sales. During the 27-week period no Bread Gallery SKUs were sold below established retails.
For 14 weeks from the Bread Gallery launch we had our own Bread Ambassador, Jamy Stech, in the test store to introduce this new freshly baked bread concept to the consumers. But, first, she engaged the in store bakery associates in the immersion of cycle baking throughout the day, the importance quality assurance of housekeeping the Bread Galleries, daily check lists for sanitation, bake off scheduling and bag supply discipline.
The tribute to Jamy's efforts is in the results of the latest 13 week period when she was not present in the store. Sales continued to make significant increases, with the greatest impact in ISB breads.
