Our client, a premium ice cream manufacturer, wanted to grow market share by increasing spend amongst their less loyal repertoire buyers.
They needed to understand the conversion rate of frozen desserts and luxury ice cream categories and establish how merchandising could be improved to trigger increased spend among existing customers.
An ethnographic approach combined filming, eye tracking and interviewing shoppers. The focus was on the precise interruptions that would trigger conversion and increased sales within the category.
Previous research indicated decisions were based on price, but actual at-fixture decision-making focused on flavour variants which were not easily seen, hence our client’s brand suffered from poor visibility. Shoppers fixated very little on the point of sale and only a fifth who interacted with the category actually bought. While loyalists sought out the client brand, repertoire purchasers often missed the brand.
We established exactly how to improve the fixture to trigger higher conversion and provided recommendations for location, merchandising and structure of the categories from entrance to exit.
Precise plans for growth
Brand signage was improved from a distance and at the fixture. The pack was re-designed to improve visibility, particularly the variants, and there was increased communication of variants off-shelf.
Our recommendations were implemented and the POS design and format was rolled out to top grocery multiples. Sales increased by almost a third in the test region.
For more information please contact Barry Lemmon.