Yagora - Virtual shelf test

01.

Background

A manufacturer in a fast growing category wants to test new shelf layouts at low cost.
Due to time pressure, insights are needed as soon as possible.
1-2 “Winning Concepts” should be identified.
The "winning concepts" are then tested in a real life store test.

02.

Which products / shelf areas are attracting buyers' attention?
How efficient is the shelf layout in attracting shoppers' attention?
Where are the frequented / unfrequented areas in the shelf layout?
How do different shelf materials (e.g. wobblers) change the attention of shoppers?
How quickly can certain products be found?

03.

In order to generate well-founded shopper insights as quickly as possible, online interviews including a virtual shelf test are carried out.
The implicit attractiveness of the shelf concept is measured by a virtual shelf test.
An online survey with open and closed questions is carried out as an explicit research method.

04.

The shopper survey demonstrated how the different shelf layouts perform in terms of shelf perception, attention level and orientation.
By using heat maps, it was possible to identify the aspects of each shelf layout that first caught the respondents' attention.
In addition, it was possible to examine how quickly a certain product was found and which product would be bought by the shopper.
As part of the project, Yagora was able to identify two shelf layouts, which were validated afterwards in a real life store test.