Optimising shelf display to optimise in-store purchases: confectionery brand, eye tracking

Issue:

A confectionery manufacturer and its supermarket partners wanted to know where to position its products at shelf and in/around supermarket aisles to maximise visibility and share of basket.

What we did:

We conducted an in-store research comprised of multiple techniques including eye-tracking with live shoppers followed up by an interview.

Key insight:

Ipsos provided actionable insights on how to change and optimise store layouts in order to grow category sales.  Eye-tracking was able to help identify hotspots at shelf and at other locations within store, and was particularly helpful in uncovering opportunities to maximise impulse buys for example when shoppers are queuing up at checkouts.

Impact:

This project highlighted the incremental value of eye tracking when integrated with other qualitative and quantitative research methods within the client’s organisation.

Approach:

Learn more about eye tracking

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