A manufacturer wants to find out the best place in the store with the highest sales potential for the secondary placement of his articles.
02.
Research Questions
Which secondary placement location brings the highest sales uplift?
What is the potential of a third placement in price promotion weeks?
03.
Approach
Controlled store test with 1 control and 3 test groups with different placement of the displays
04.
Results
Second place at the head of the aisle of the category shows the largest uplift in non-promotional weeks (followed by complementary category).
A third placement in the checkout area, in combination with price promotion and the second placement at the head of the aisle, has the greatest impact on product sales.
