Making shelf layout really work for shoppers
0 likes1,432 views
1. The document outlines six rules for effective shelf layout based on observing shopper behavior over 20 years. The rules are to organize shelves to make shopping easier, align shelf structure with how shoppers search, reduce search time, structure shelves for "decided" shoppers, group similar products to help selection, and prioritize search features on product packaging. 2. Following these rules can increase sales by spending more time on selection versus search, as search time is a negative experience for shoppers. It also improves efficiency by meeting the needs of most shoppers who already know what brand or item they want. 3. Properly grouping products and prioritizing search features on packs can help both "decided" and "
Making shelf layout really work for shoppers
- 1. Making shelf layout really work for shoppers TNS Italia - February, 2012 Retail & Shopper ©TNS 2012
- 2. Six rules for effective shelf layout TNS approach: follow real shopper behaviour Observing shopper and experiencing in the past 20 years of shopping analysis, we brought together the following insights: 1 2 3 Organize shelf to make Align shelf structure Reduce search time shopping easier with shoppers’ search 4 5 6 Structure shelf for Group products to Prioritise search needs on ‘Decided’ shoppers facilitate selection pack Retail & Shopper ©TNS 2012 2
- 3. 1. Organizing the shelf to improve ease of shopping will increase sales Spending speed is critical for Categories that convert faster retailers : stores that sell faster convert better sell more Slow Spend per minute 3 Buy Time 2,82 2 1,71 1,46 1 0,97 0,8 0,34 Fast 0 Average <£15 £15-25 £25-£35 £35-50 £50+ Low High % Conversion to Purchase Drawn from TNS UK Case Study Retail & Shopper ©TNS 2013 3
- 4. 2. Align shelf structure with shoppers’ search to reduce search time Searching is a negative experience. Eye tracking might tell us The task of the shopper is de-selection that the shopper scans 100 items on a typical shelf Neuroscience tells us about the emotions experienced in selecting, remembering memories stored before Actually, the shopper rejects 96 out of 100 items. Positive emotions are only experienced when they find a relevant product. Retail & Shopper ©TNS 2013 4
- 5. 3. Reducing search time will increase category interaction In search mode, POS and Decrease in search time other products effectively lead to more interaction and become invisible purchasing Pre: Redesigned to assist navigation Post: Search time shifted to selection time Drawn from TNS UK Skin Care Case Study Retail & Shopper ©TNS 2013 5
- 6. 4. Building the shelf for ‘Decided’ shoppers will improve efficiency Decided Open to influence More time in search More time in selection Priority: Structure Priority: Product options We only have one shelf, whose needs should be met? Retail & Shopper ©TNS 2013 6
- 7. 4.1 Most shoppers have already decided what to buy 69% buy same brand as last time* 45% buy same SKU* Supermarket confectionery: 66% decided brand *Source: Average FMCG Category - Kantar World Panel large trips Source: TNS UK/In-store study Retail & Shopper ©TNS 2013 7
- 8. 4.2 ‘Decided’ shoppers need a search-led structure Majority needs met Improves efficiency Retail & Shopper ©TNS 2013 8
- 9. 5. Grouping similar products helps ‘Open’ shoppers make a selection Consumption need’s crucial. Motivation/usp is key for conversion Retail & Shopper ©TNS 2013 9
- 10. 6. Prioritise search features in pack communication Product features, important in the search process, must be visible at a glance Use pack communication to assist the search : if flavour is important in search: communicate via colour as well as text Retail & Shopper ©TNS 2013 10
- 11. So... An effective shelf layout needs to achieve two things A clear shelf hierarchy Recognizable groupings Helps shoppers find relevant products Helps shoppers identify product options Search Select Concluding • A shopper-led shelf means shoppers buy faster, buy more and buy better. As a result, loyalty and satisfaction also improve • Facilitation is paramount. Unless we make it easy to find products, attempts to influence shoppers will fail Retail & Shopper ©TNS 2013
- 12. Carolina Gerenzani Retail & Shopper Practice Lead mobile +39.347.347.04.66 @: carolina.gerenzani@tnsglobal.com Retail & Shopper ©TNS 2013 12