Retail shelf impact is one of the most critical KPI’s for a brand because the majority of purchase decisions are still made in-store – not seen, not bought!
History has shown that for brand owners of lower market share brands, they tend to go with package designs that visually conform to the category. They seem more preoccupied with fitting in rather than breaking out. As a result, they become part of the backdrop and get little shopper attention.
The impact of being visible in the store, where the majority of purchases are still made – so-called 'visual equity' – is more important than brand awareness or 'memory equity'. *
* INSEAD Associate Marketing Professor Pierre Chandon conducted an extensive study (in collaboration with Wharton Professors Wes Hutchinson and Eric Bradlow, 2009) that examined the effects of in-store marketing on both attention and choice.
Optimize Impact from 3’ to 30’
From 30ft away, shoppers locate the section (navigation). From 20 to 10ft they locate your brand (selection). From 10 to 3ft after locating your brand they take a quick glance to see what else there is and compare features and prices (decision making).
Disrupt Shelf, Don’t Blend In
As you were reading the previous paragraph did you notice yourself looking at the white boxes within the shelf? That’s an example of disruption. When we ran an eye-tracking test, we found that over 60 percent of viewers looked at the white boxes, in an area of the shelf that normally wouldn’t get that much attention.
Results from V-Shopper® indicated that the “Bear Face” design would increase shelf visibility by more than 25 percent from “Current”, leading to an increase in total sales of an estimated 6 percent. Actual sales 12 months later were even higher than this, even though media, trade spend and competitive activity were constant. Highlights the ability for shelf impact to drive $ Sales.