MCA Case Studies
Success Highlights – Drive Sales, Drive Share!
In every retail program, we focus our total efforts on the execution of our clients' marketing strategies at retail. Prior to each client engagement, we meet with key stakeholders and define the merchandising objectives, and benchmarks, and then we align our resources accordingly. Each assignment starts in MCA's Customer Business Unit working in collaboration with our client to design the optimum retail tactics to meet the client's objectives. Our National Field Operations executes the customers' plans with a full understanding of the desired outcomes. We measure our success by how well we meet those objectives. We are proud to have designed and implemented some of the most successful retail product launches in the country over the past ten years on behalf of world-class consumer products clients.
Speed-to-Shelf 
Resets
Display Compliance
Out of Stocks
New Product Launch Support
Continuity Coverage
Out of Stocks
Dedicated Retail Program
MCA Case Study: Speed-to-Shelf
Client: Leading Global Food and Beverage Company
Challenge: The client required rapid distribution of new package conversion from glass to plastic in 25,000 stores in all 50 states in four weeks.
Solution: Utilizing our proprietary online Software, MCA designed a retail deployment strategy to meet the speed to shelf patterns coverage required by the client. The MCA Retail Associates were routed by zip code, in store time and store count. All program materials were assembled into one kit per store at the MCA Fulfillment center to include the authorized planograms and shelf tags by retailer.
Results: In 30 days, syndicated data reported 95% national distribution for all new items. All new items were cut-into the category, planogrammed, tagged and the old glass products rotated out. Data on the 5% of stores those were not serviceable due to lack of product, store management refusal, or lack of authorization for new item placement in store. MCA generated daily web-based reports on these exceptions and reported to client for proper resolution. In 60 days, conversion to new packaging with no media sales increased 25% vs. current trend.
MCA Case Study: Resets
Client: Leading Grocery Chain
Challenge: Reset the entire vitamin category in 1,200 stores in 4 weeks.
Solution: MCA worked with the client to identify optimal placement of products to maximize sales. We then pre-audited a number of stores in order to determine shelf dimensions. Our Operations teams created reset manuals according to store size and trained Retail Associates prior to the execution phase.
Results: 100% of stores were set to the planogram and tagged in 4 weeks. Project was delivered under budget by 11%.
MCA Case Study: Display Building, Compliance and Continuity Coverage
Client: Leading Sports Beverage Company
Challenge:The client required set up of seasonal displays in leading retailers nationwide in the F/D/M & Dollar channel. The program would then need weekly, bi-weekly, or monthly coverage based on the store-by-store volumes. Their goal was to improve display compliance through the summer season from 45 days the previous year to 60 days in the current season.
Solution: MCA deployed our specially-trained MCA Retail Associates to drive compliance through setting up displays, building store manager rapport and proving recommended orders.
Results: The program resulted in a 36% increase in display compliance vs. YAG, resulting in a 14% increase in sales and units vs. the 10% company sales plan.
MCA Case Study: Out of Stocks Client
Client: Global OTC/Pharmaceutical Company
Challenge: The client needed to improve distribution and manage Out of Stocks (OOS) in US stores of the world's largest retailer.
Solution: MCA designed an ongoing program to cover for stores plus the retailer's warehouse club stores throughout the U.S. Our Retail Associates utilized the retailer’s own in-house information system to track OOS and deploy our retail coverage accordingly in order to maximize opportunities for the client.
Results: In just 60 days, MCA improved distribution from 76% to 97% while reducing OOS from 26% to 5%. This project resulted in a profit increase of $360K in 90 days.
MCA Case Study: New Product Launch Support
Client: Leading Global Food and Beverage Company
Challenge: The client developed a new line Coffee on Demand (COD) units and proprietary products for use in their state-of-the-art hot beverage system for coffee, cappuccino and tea for distribution into a retail channel of high-end department stores and specialty retailers.
Solution: MCA created a unique and dedicated retail program structure including geographic management with ongoing experience in these high-end chains. MCA hired and field trained more than 80 merchandising specialists to present the product directly to retailers in store. MCA utilized in store pep rallies with store personnel every week to educate retail employees with a full understanding of the features and benefits of the new entry into the growing coffee on demand (COD) market segment. Each highly specialized and dedicated MCA Retail Associates blitzed the customer’s entire retail base during the new product’s 4 week introduction to ensure optimal shelf placement, as well as total product distribution. MCA continued to provide dedicated retail support during the critical holiday selling period.
Result: This new COD product introduction surpassed any previous new product introduction executed in the category. In 90 days the new COD unit became the #1 selling COD product in the category. It grew coffee category dollar sales by 9.1% vs. YAG. It was the #1 item in designated floor display space during the Christmas selling season in high-end department stores and specialty retailers.
MCA Case Study: Continuity Coverage
Client: A Leading U.S. Supplier of Reading and Sunglasses
Challenge: The company, which sells its reading and sunglasses under several brand names in retail stores throughout the U.S., required in-depth monthly continuity retail coverage. MCA was called in to create a monthly continuity program for over 8,000 stores monthly. The client required MCA to upgrade existing product fixtures, reduce out of stocks, and measure non-compliant retail locations. The client's overall goal was to increase merchandising effectiveness, drive sales, handle credits and manage in store product mix.
Solution: MCA created a continuity program that resulted in optimal coverage and sales results. MCA created a 100% direct store delivery program for the customer. MCA utilizing its proprietary MCA On-Line Software created a daily vendor managed inventory program for the distributor to manage in store inventory, fixture performance and by SKU direct order delivered to the store as well handle all credits, all customized and created by MCA for the client .
Result: MCA's designed continuity coverage successfully sustained everyday in store display fixtures at 95%% compliance vs. 50% with no coverage. Continuity coverage resulted in a 128% increase in sales vs. the then-current sales run rate. The program continues to delivery outstanding unit and dollar sales.
MCA Case Study: Out of Stocks
Client: Second-largest Prepaid Wireless Telecommunications Carrier in the United States
Challenge: The client was running a high out of stock (OOS) rate and losing sales in more than 7,000 stores nationwide. The high OOS was causing limited distribution and, left unchecked, would lead to potential discontinuation of items.
Solution: MCA redesigned the client's retail coverage patterns and generated cost savings that enhanced overall program results.
Result: MCA's efforts resulted in 98% on-time coverage and increased prepaid card placement by 35% vs. previous run rate. Sales increased by 25% over prior year.
MCA Case Study: Dedicated Retail Program
Client: Largest Pharmaceuticals/OTC Distributor in the United States
Challenge: The client required a retail program to provide monthly retail coverage to 4,100 independent pharmacies. The program must include set up of new items, promotional end caps, placement of Temporary Price signage and placement of promotional literature.
Solution: MCA established a dedicated team of Field Managers and Retail Associates to implement Front End category updates and changes monthly, to cut in the new OTC authorized items. MCA's efforts were designed to drive the right product mix at store level.
Result: All stores now carry the best 65 selling OTC items in distribution and the average new item sales per store increased 270%.