Samenvatting

Albert Heijn To Go, hereafter referred to as ’’AH To Go’’, is a convenience supermarket. The store offers Good Food to Go, which they define as delicious and healthy food solutions suited for on-to-go consumption. AH To Go’s strategy for 2017 entails expanding their market beyond their core business locations at train stations. Last year, AH To Go decided to cooperate with oil and gas company British Petroleum (BP) and started a pilot with six new AH To Go stores opened at petrol stations in The Netherlands. The petrol station shops are an unknown market for AH To Go. Petrol stations attract target groups with different needs and wants than the current target group. If the pilot is proven to be successful, AH To Go can further expand its shops to other BP locations. In numbers, the pilot will be defined as a success if a 24% growth rate is achieved. At this moment this percentage is not reached yet.
The aim of this thesis is to gain insight in the needs and wants of visitors of BP at AH To Go shops regarding confectionary products, specifically candy and liquorice. In addition, theories about how customer preferences can be positively influenced by shelf arrangement will be given. The objective is to provide AH To Go with advice on shelf placement concerning candy and liquorice. The advice may contribute to the growth percentage of AH To Go at BP.
Methods of research consisted of desk and field research. Desk research is comprised of researching theories about shelf placement and applying these theories to the current situation at AH To Go. Subsequently, two forms of qualitative research were conducted. Five face-to-face meetings with confectionary suppliers of AH To Go were held. During these meetings suppliers shared their vision of the shelf placement and gave several insights about the confectionary category. In addition eight visitors of AH To Go at BP were interviewed to gain insight about the wants and needs of the visitors concerning confectionary. The respondents also gave their opinion about the placement of the shelves by doing a planogram test. Based on the interviews a quantitative questionnaire was spread online among 220 people. The focus of the questionnaire was to test the hypothesis that was formulated after the preparatory phase.
From the outcomes of the quantitative research it can be concluded that consumers are largely satisfied with the present confectionary assortment. This study indicates that consumers have a few unsatisfied needs and wants: there is a need for products with a lower percentage of sugar, smaller packages and more specific sorts of liquorice and candy. Finally, the study confirms that the current shelf placement, namely in a horizontal manner, is the optimal structure of arrangement of the shelf.
This advisory paper includes suggestions for rationalizations and recommendations concerning the candy and liquorice assortment. In addition, it recommends that the shelf placement does not need to be changed. The purpose of this report is to provide a revised planogram of candy and liquorice for AH To Go located at BP petrol stations.