Identifying Optimal Aisles from 100s of Variations

One of Decision Insight’s clients, a category captain in a set that includes 4 key product segments, had multiple queries for research exploration. These included identifying which product segment should lead the aisle. And, within each product segment, they also wanted to explore alternative brand adjacencies. Further, they wanted to test a possible dedicated section for a specific product type versus maintaining pure brand blocks. And finally, they wanted to understand the impact of alternative signage executions and potential pricing strategies.

Ultimately, there were several hundred possible research iterations.

When the Options Seem Overwhelming

Traditional virtual shopping can’t be used to evaluate hundreds of planograms. But, with DI’s proprietary Virtual Conjoint research design, it’s possible to identify a subset of solutions that provide a statistically reliable model that estimates the impact of each and every iteration. The Virtual Conjoint approach identifies the arrangement solution that maximizes sales for the brand and for the category as a whole.

More Aisle-Time = Less Life-Time

The optimal shelf is one that’s a win/win/win: It’s intuitive to the shopper, increases sales for the manufacturer, and maximizes category sales for retailers. Universally, shoppers want easy navigation in the aisle and the ability to find the products they want. For them, more aisle-time = less life-time.

The Digital Shelf

Beyond Brick & Mortar shelf arrangement, DI is also a leader in ongoing research addressing the digital shelf “arrangement” as well. Online, the key to driving sales in eCommerce is optimizing category/search layout, imagery, presentation, and merchandising.

Read more about Aisle Optimization.

Or, Contact Leslie Downie for more information about Virtual Conjoint.