Infinite Analytics
Boosting Lakme’s Shelf Prominence: SherlockAI Unlocks Premium GT & Salon Opportunities
Situation
HUL wanted to boost Lakme’s offline visibility by identifying high-potential general trade (GT) stores and salons that attracted premium footfall. However, they needed to do this without disrupting existing channel partnerships or oversaturating the brand in already dense markets. The challenge was compounded by tight timelines and the need to maintain performance across other ongoing initiatives.
Task
The goal was to uncover underleveraged offline touchpoints that had both the right audience and strong footfall, while also understanding two key data points:
The average distance customers traveled to reach these GT stores and salons.
Which outlets were performing well or poorly based on actual footfall data.
Action
SherlockAI deployed its Locate solution to analyze HUL’s list of GT stores and salons using multiple deterministic data layers—footfall intensity, population density, wellbeing index, and visitation patterns. Using SherlockAI’s POI taxonomy and Prosperity Index, the team prioritized locations with the highest potential for brand impact.
One key finding was Memsaab in Andheri West—a high-footfall, digitally active store with a premium customer base. Despite strong engagement indicators, Sherlock’s validation revealed poor Lakme shelf visibility at the store.
Result
Armed with these insights, HUL was able to take quick corrective action on product placement. This led to stronger brand recall and increased conversions at premium, high-traffic stores—ensuring better offline impact without disrupting existing brand strategy.