BACKGROUND

Our Client wanted to redesign their grocery aisle to increase manufacturer and category sales. But they did not want to incur the expense or time needed to do an expensive live in-market test.

To evaluate this redesign, MAi conducted a 3D virtual store test using our ShopWise^® methodology, saving the client the time and expense of testing these changes in market. This included changes to the plan-o-gram, shelving, elements to create an old fashioned kitchen feel, and a center aisle display.

We evaluated these store aisle changes via a Test vs. Control (Current) design. Respondents went on a virtual shopping trip in their assigned Test or Current aisle and were able to shop the aisles, see the special displays, and look at or purchase any items they wished. After their shopping trip, a refocused evaluation of their shopping behavior and the various aisle or display elements was conducted to delve into the ‘whys’ behind what they noticed and did for greater insight.

Approach & Results:

Our Client’s sales increased, but not category sales, which was also a goal for retailer acceptance. MAi recommended changes to the aisle to also boost category sales and improve the dollar ring of our client’s products. We also recommended eliminating some non-essential display elements that ShopWise^® determined were not noticed or were unappealing, resulting in cost savings to our Client.

Our Client made these suggested changes and the redesign was adopted by select retailers, with successful sales gains for both Retailer and Client.

ShopWise^® saved them time and money, and provided actionable, insightful learnings on how to better maximize their opportunity.