Planogram Testing

For this client, we grew a category by using planogram changes to modify product layouts.

The challenge

• Determine the best possible arrangements for products in the category
• Ensure consumers can easily shop the category
• Ensure the client’s brands can be easily found

Our approach

• Met with consumer insights and brand teams to set objectives and needs surrounding the channels and planograms
• Designed a virtual store study allowing participants to shop multiple categories
• Studied how category layout affects shopper behavior as shoppers naturally entered the category from all directions

Our solutions

We gathered behavioral and attitudinal consumer insights for alternative layouts using virtual store simulation by:

• Modifying virtual stores based on multiple planograms
• Designing a survey to meet client objectives
• Fielding a survey with 1,600 survey respondents matching the client’s target criteria

We analyzed the consumer behavior data and interpreted the findings by:

• Comparing individual level sales data and assessing impacts of different category layouts
• Measuring median time for consumers to find specific products within the different planograms
• Ensuring statistical significance and validity of survey results
• Comparing attitudinal ratings for each scenario

The results

• Determined the best planogram to impact category and brand sales
• Revealed how different layouts affect consumers’ ability to find a new product
• Demonstrated how the best planogram would lift brand sales, but not category sales
• Identified planogram changes that would lift overall category sales
• Identified consumer product usage by age, occasion, situation and frequency
• Assessed shifting purchasing behaviors across brands and sub-categories and identified shopper behavior patterns