20th Century Fox category management case study

Shopworks has been working with 20th Century Fox Home Entertainment for a number of years, helping drive improvements in retail presentation for the DVD category.

Shopworks and Fox have worked in partnership in a number of markets, including UK, Japan, France, Belgium, Spain, Portugal and Germany.  Retailers include leading hypermarket chains such as Carrefour, Marktkauf and Asda-Walmart as well as specialist home entertainment retailers Media Markt, Blockbuster and AlphaTecc.

Undertaking shopper research as the first stage of each project has enabled 20th Century Fox to develop retailer specific solutions and gather directly comparable insights across many retailers and markets.

In each case, Shopworks provided recommendations for category space allocation, category adjacencies and product range segmentation based on shopper insight. We also provided category presentation creative concepts, specific to each retailer.

The underpinning category strategy has been to increase footfall into the category, by improving stand out and relevance, as well as to simplify the customer shopping experience, through improved layouts, product range segmentaion and product presentation.

The majority of concepts developed through this programme have been implemented by retailers, leading in all cases to double digit improvement in performance for both the DVD category as a whole, and 20th Century Fox titles.

20th Century Fox customer feedback

"Marktkauf has decided to rebuild all 180 outlets based on your proposal. My compliments; you did an excellent job!"

Christoph Domhart, Senior Key Account Manager, Twentieth Century Fox Home Entertainment, Germany

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