ENGLEWOOD CLIFFS, N.J. — Unilever was awarded the 2007 consumer packaged goods award for innovation and creativity by the Grocery Manufacturers Association in conjunction with its Associate Member Council. The manufacturer was commended for its collaboration with Ahold’s Stop & Shop chain. Unilever helped drive Center Store sales at Stop & Shop with several promotions, including one that encouraged consumers to make a large shopping trip. It also enhanced low-traffic aisles to ease the shopping experience, according to GMA. Unilever reported that the effort boosted shopper trips 90%, multiple category purchases 80%, sales per trip 25% and total store sales 138%. “The grocery industry faces a common challenge, which is the need to drive growth in the center of the store,” said Lisa Klauser, Unilever’s vice president of brand building and marketing. “By really understanding shopper needs and behaviors, we were able to create a solution together with Ahold.”
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