Challenge
Procter & Gamble wanted to improve skincare merchandising in the key channel of supermarkets.
The aim was to develop a new merchandising strategy designed to improve ease and enjoyment of shopping at the skin care fixture.
Approach
We used our Shopper Decisions at-shelf approach to examine the conscious and unconscious aspects of shopping, System 1 and System 2, separately. This allowed the client to achieve category growth via revised fixture and shelf layout, and brand growth via better messaging on pack and point-of-sale materials.
Insights
Research revealed shoppers were spending a long time (compared with to other categories) scanning the shelf before interacting with the category.
Most time was spent trying to find products of interest, but shoppers also read the packs extensively, and stated that product information was important for selection.
Clearer merchandising and communication were required to help shoppers navigate, so we made recommendations for shelf structure based on how shoppers subconsciously organise the category.
Impact
P&G revised their shelf layout in line with shoppers' search behaviour. Vertical dividers and brand signposts were used to define segments, to help shoppers locate desired products from a distance without searching the display.
As a result, more time was spent in each sub-category, with more interactions between them.
In only 6 months, P&G saw a resulting uplift in category sales of 31%.