InContext helped a large pharmaceutical company determine which aisle signage would maximize over-the-counter (OTC) sales within a specific drugstore.

Our client was attempting to discover ways to increase both brand and category sales, while maintaining the retailer's private label brand sales within the pharmaceutical OTC category at a specific retail store.

The client decided to improve already existing in-aisle signage by targeting shoppers suffering from a specific symptom. They were hoping this would also make the aisle and category easier to shop, which in turn could lead to an
increase in the shoppers' likelihood to repeat their purchase in the future. 

Study Design
InContext Solutions designed a 3-cell virtual store test designed to determine the types of signage that are most effective at getting shoppers to purchase their products pertaining to a specific symptom. In each cell, signage was placed horizontally on the top shelf, corresponding to the primary symptoms. 
Sales Growth: Determine which signage generates the greatest overall sales for the category and brand, and how the signage affects sales for the retailer's private label brand.
Increase Number of Shoppers: Determine whether the signs draw in customers that typically purchase these products at a different store.
Ease of Shopping: Understand which signage helps shoppers choose the correct product for their primary symptom

Key Findings
Through analyzing the results, InContext found that signage with product images yielded a 5% increase in category sales and a whopping 31% increase in private label brand sales. However, the new signage did not increase our Client's brand sales and had zero impact on overall shopability. 


Signs that included the product images significantly increased the private label brand sales, while also providing a slight lift to overall category sales. Unfortunately though, the client's brand sales were completely unaffected. However, flat "ease of shopping" ratings did indicate that there was a great opportunity to improve the new signage's effectiveness prior to executing in-store.
By conducting a virtual store test, our client was able to influence the content of the retailer's signage to ensure that it would help educate consumers and benefit the overall category and brand. The retailer went on to change their in-store signage in several thousand stores, based on InContext's research findings.