Super Muffato increases by 26% sales in the pet sector

In partnership with the Mars-owner of the brands Pedigree, Whiskas and Dreamies-Paraná network Super Muffato managed a growth of 26% from the sale of products for dogs and cats. The retailer reported that this result was possible from a category management pilot project, which started last January, four stores in the cities of Curitiba and Londrina.
According to the management area manager of Super categories Muffato, Kk Rao, the main changes were to broaden the visibility of subcategories, such as snacks and wet feeding (sachets and tins), and adjust the assortment. "Only with such changes doubled the sale of snacks for dogs and cats and increased the sale of wet in 10%, because the greatest exposure at the point of sale made it easier the buying decision of the shopper," he explains.
Rao emphasizes that changes in the category also contributed to the reduction of rupture in 5%.
For Barbara Rivers Ribeiro, Coordinator of Mars and Category Management in charge of the project, setting the parameterization in stores benefited all categories, not just the leader. "The good results achieved by this team work show how the partnership between management, sales and merchandising is critical to the success of the business," he says.
The project will be extended to all the shops of the network until April of this year and it is estimated that the increase in sales is even higher than that registered in 2016.