InContext Solutions helped a personal care client pause their move toward needs-based merchandising by highlighting execution challenges the retailer would need to address.
The tested approach grouped products together that fulfilled the same need. Signage would be added to each “need-based” shelf section to help customers.
InContext Solutions designed a virtual store to understand :
- Which arrangement improved shoppability of the category?
- Which arrangement generated the most category and key brand sales?
- Drive category sales while avoiding any negative impact on sales of key brands.
- Ensure optimal findability of all products on the shelf.
- Understand overall shopper reactions to the shoppability of the new planogram layout.
The need-based layout was not driving sales. Rather, the position on the shelf increased in importance, partly due to new – but confusing – signage at the top.
As a result, our client opted to remain with the benchmark brand-blocked shelf layout, and went back to the drawing board to refine their approach to executing the need-based merchandising.