InContext helped the client understand how shoppers behaved in-store with the addition of seasonal displays and fixtures.

Background

A major retailer and leading food manufacturer were collaborating on a holiday-themed display for the baking aisle. To understand the best approach to take, the retailer asked the manufacturer for detailed insights and heat maps of how shoppers move through and shop this aisle. They were interested to learn how the displays could inspire additional purchases both in and out of the aisle. Would the installation of a holiday-themed fixture outside the aisleimpact shoppers’ paths and encourage them to walk down the aisle? 

Objectives

  •       Understand how shoppers navigate an aisle and whether a seasonal display can alter their path.

  •       Determine if a high-volume segment placed at the end of an aisle encourages shoppers to walk down the aisle or stops them from walking down the aisle

  •       Understand whether a seasonal display can inspire shoppers to purchase more products from the category.

Key Findings

Using InContext virtual research, heat maps were created showing the flow of traffic and time spent in front of each category in the aisle. We found that fewer than half of the shoppers who visited the holiday display fixture actually entered the aisle; of those who entered, however, a significant number made additional purchases after visiting the display. This was due to a number of variables – ultimately, it came down how to engage the customer at the point of purchase, and inspire them to think about creating other dishes—leading them to buy other ingredients.  Through this in-depth analysis, the retailer was able to refine the messaging, artwork and assortment of the display for the next year.