When a new client decided they wanted to optimize their product placement to help their brand as well as increase sales for the overall category, they partnered with a national retailer to test varying aisle orchestrations virtually and forecasting sales to narrow down the final organizations to be tested using a mock in-store setting.
All of the forecasts showed an increase in sales for the client’s brand given the finalized product placement. For the final test and confirmation, they partnered with IDG for mobile eye-tracking to completely understand how this new POG would affect shoppers’ behavior. While pre-recruited participants shopped, their visual attention was quantitatively measured in the aisle.
The eye-tracking data confirmed that the new POG did, in fact, attract more attention to the client’s SKUs, which would yield increased sales (Visual engagement has been modeled to show that 1 additional second of attention on a brand increases the odds of purchase by 44% – 550%, depending on the brand). IDG also measured the competitor brands and found that while this new POG would increase sales for the client brand, it was also attracting even more attention for 2 of their primary competitors. So while the client would experience a lift in sales, they would actually experience a decrease in share.
