How many seconds on average does it take for shoppers to find your brand on the shelf? Is it less than 10 seconds, when 80% of purchase decisions are made? Findability is particularly critical with any pack redesigns, new products, and plan-o-gram changes.
How is findability measured? Shoppers are asked to locate a specific brand SKU instore and time taken to do so is measured. The second measure is accuracy - did they find the correct SKU? This testing can be done in a physical store setting or in a virtual store (assuming the VR store is set up for this measurement).
In the latest report by NRF, respondents reported being much more likely to be seeking to buy a certain item (73%) than to just be browsing (27%). *
When benchmarking, keep in mind the 10-second rule because above this level, you increase business risk based upon the many studies conducted to-date. Also critical is measuring vs control and ensuring that any changes made do not compromise findability speed or accuracy.
* NRF Study, January 2018: Consumers want to find what they're looking for...
Measure how many seconds it takes for a shopper to find a specific brand SKU, on avg.
Measure % of shoppers who picked the correct brand SKU, on avg.
A speed of less than 10 sec is ideal. Also, compare vs control when making changes.
A major US brand was actively considering a pack redesign because the current design was perceived as “dated”. To mitigate the business risk with current buyers (in particular), the new pack design was tested using V-SHOPPER (virtual shopper marketing test platform) to measure the new pack design's impact on findability, shelf presence & business impact. V-SHOPPER has a .85 correlation to in-market results.