You want to confirm how well a new merchandising configuration (signs, labels, displays, product segmentation, etc.) works for your category in superstores or in your retail network.
To do this, you need specific evidence to back your new proposal: how it impacts the category's performance and your product ranges' performance (revenues and average shopping basket).
Approving merchandising in experimental stores
We accurately recreate your merchandising environment in our experimental stores according to your instructions and to-scale mock-ups (tests on aisle signs/layout).
Using this method, interview participants are fully immersed in the decision-making environment, making it a more reliable method of testing your merchandising.
The sample represents shoppers for your product category, with a specific focus on other groups depending on your objectives. It is divided into a control group (current merchandising) and one or more test groups. For data on revenues, minimum group size is 180 people.
Each participant goes around the experimental store with a shopping list, with video cameras recording them as they shop.
Then we conduct face-to-face interviews of around 15 minutes each, to get participants' spontaneous input on visibility, what encourages or inhibits buying, video commentary, followed by a prompted interview on the aisle itself, the merchandising, the brands, and more.
We may use a mobile Eye Tracking unit to back up or illustrate the data we collect.
Sample applications:
Assessing current merchandise layout
Evaluating one or more alternative layouts (segmentation, signs and labels, visual display, etc.)
Evaluating the impact of aisle displays
Evaluating product performance according to layout
Under some circumstances, we may also work in actual stores rather than experimental stores (pre-tests on sales area rearrangement, approving new visual identities, etc.)
For each main segment: breakdown of revenues by number of people buying, average number per person buying, and average number of products purchased by the buyer
Decision-making process as influenced by aisle organization and purchasing methods
Main segments' visibility
Spontaneous perception of the aisle and the image conveyed.
Brand performance
Revenues generated by main brands depending on layout
Breakdown of main brands' revenues
Spontaneous recall of the brands and the visual impact of the main brands in the aisle