Reapp

Innocent Smoothies

Reapp guilty of increasing store coverage by 19% for Innocent Smoothies

11%


Of overall cost saving to Innocent

11%


RSV callage increase

19%


Increased store coverage

7%


Average share of shelf increase across categories

Reapp

The Overview

Things went more than smoothly…

Innocent wanted to maximise their overall coverage in the UK, but through a reduced overall budget. So we devised and implemented a tactical muti-layered team structure, expanding coverage utilising our ISS & Flex teams (core team) but with a 19% reduced headcount.

In addition to our Solus team’s store coverage, the Innocent core team used data-led callage to increase coverage, dynamically targeting the top 125 RSV stores on a fortnightly basis. Using Reapp Analytics, we ensured we called on the right store, at the right time, maximising our impact on product availability and visibility in store, every time.

“Reapp ensures we have the actionable intelligence that really helps us make a difference in store.”

Kitty Pandya - Innocent, Commercial Manager

Reapp

THE DETAIL

Innocent has been a disruptive player within the drinks category for some years having been acquired by Coca cola they are in a market share battle with Pepsico across all UK retailers. Innocent run their business strategically independently from Coca Cola and still try to hold a start-up vibe.

Innocent held the objective of growing faster online and setting out a clear plan to win across retailers. With Smoothies a strategic priority, Innocent wanted to understand the drivers of current online performance, identify accelerators and then capitalise on the opportunities that would drive the biggest impact on sales. 

Reapp conducted a full audit of Innocent’s digital fingerprint and worked with the Ecommerce team to rank actions driving the highest projected value shift based on internal sku prioritisation and Reapp’s insight of change impact. Using Reapp analytics we helped Innocent identify areas to improve visibility against both search and retailer taxonomy to improve conversion and accelerate growth. 

Store specific availability was also identified as an inhibitor to Innocent’s growth regionally, field teams fixed the issues in affected stores improving visibility organically via retailer algorithms whilst increasing range in store.

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Case study

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ROI increased from £5.48 to £6.52

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