Help or Hurt?

This home & garden product manufacturer wanted to simplify the decision process at the point of sale.

What

So What

This category is confusing. Low frequency of shopping, unfamiliarity with the product, lack of previous experience, missing section or product information, and low assistance rates were some of the factors that made shopping complicated and difficult.

Shopper behavior was identified as such:
Orient > Scan > Search General > Search Product Specific > Investigate > Decide

Shoppers who were uncertain about “where to begin” first tried to discern the display as a whole. The current fixture did not incorporate overall “start here” signage well.

The current planogram was designed to be shopped from top to bottom.
Because we scan from left to right, the current planogram was not helpful.

In this case, the package is shopped rather than the actual product. In general, shoppers rely on the package (manufacturer) and the shelf (retailer + manufacturer) for information about the product. Here, there was little harmony between the product and its shelf/category layout.

What Next

By rethinking the planogram in terms of how the category is shopped, products and messages will display a clearer “tutorial” sense, confusion will lessen, and confidence and purchasing will increase.

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Climbing the Decision Tree

This household CPG manufacturer wanted to learn what factors influenced shoppers at the point of sale and drove their purchased decisions.

What

So What

Although invested in this category, shoppers were not brand-loyal; there was considerable decision making and education at the shelf.

Length of shopping time indicates consumers needed time to examine product attributes to ensure correct purchase. Also, Shop-Along interview responses revealed that more information was needed at the shelf and on the package.

What Next

As the category leader, the client’s brand should play up its color and name by building a stronger visual “brand block” at the shelf to cement its lead (versus a win by default).

Merchandising and packaging should clearly call out product features to assist customer info-fueling.

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Get Me Outta Here!

This household CPG manufacturer wanted to learn who its shopper is and how its products are shopped at the shelf.

What

So What

These were mission shoppers, shopping quickly with low involvement (Grab & Go). Shoppers were price-sensitive and the client’s brand lost share to lower-priced store brands.

Shoppers were irritated because of the difficulty distinguishing between brand and product type. They knew what they wanted but couldn’t quickly identify it at the shelf.

What Next

These mission shoppers want a clearer approach. This was not a “fun” product to shop. After focusing on brand color and name, eliminate extraneous package information or relegate some to package sides, back, or bottom. Rethink the overall packaging to distinguish from similar looking generic brands. Make this an easier item to shop.

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