Case Study
European Retail Chain Adds A Three-Tier Feeder Range
A pet specialty chain operating stores across several European markets, buying through a central category team.
The Challenge
Where The Programme Started
The chain carried a single imported feeder at one price point. It sold steadily but there was nothing above or below it, so customers who wanted something simpler or something with a camera left without buying.
Specific Issues Raised
- One price point with no trade-up or trade-down option
- Compliance documentation from the previous supplier arriving incomplete before audits
- Reset dates missed twice, leaving facings empty at the start of a season
- Retail packaging that did not stand well on shelf
Our Solution
What We Proposed
We built a three-tier range on one platform: a 3 L unit at the opening price, the 5 L unit as the volume anchor in both white and black, and the 6 L camera model as the premium tier. All three share firmware and spare parts, so the chain's service desk learned one product rather than three.
Delivery
How The Work Was Done
- 1
Range and price ladder agreed against the chain's category plan
- 2
Full compliance pack assembled before the first audit rather than in response to it
- 3
Retail boxes redesigned to stand and face correctly on a standard shelf
- 4
Production slots reserved against the reset calendar, not our order book
- 5
Palletised to the chain's distribution centre specification
Outcome
What Changed For The Client
Three price points where there had been one
Compliance pack cleared the category audit without follow-up requests
Delivered ahead of the reset date in the first two seasons
Black and white pairing doubled shelf presence without new tooling
Models Involved
Products Used In This Programme
Answers
Questions About This Case
Can you share the client name
No. We do not publish customer names, listings or store locations. Every case on this site is described with the commercial detail removed, and we will do the same for your project.
Can we speak to a reference customer
In some markets, yes, where the customer has agreed in advance and does not compete with you. Ask during the quotation stage and we will tell you what is possible.
Could you build the same thing for us
The models involved are available to any buyer. Where a case involved custom tooling, that specific housing stays with the client who paid for it, but a comparable solution can be developed for you.
Next Step
Have A Similar Programme In Mind
Describe your channel, your volumes and what is not working with your current supply. We will tell you what we would do differently.
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