The competition for each incremental inch of floor space in grocery stores is showing no signs of slowing down. While properly executed secondary displays have been known to drive category growth by up to 70%, the reality is that the return on investment (ROI) of secondary displays, not just for one category but for overall store performance, is often uncertain.
When strategically positioned in high-traffic zones or cross-promoted alongside related categories, secondary displays can significantly contribute to enhancing brand recognition, encouraging trial purchases, and increasing impulse buys. Well-designed displays have the power to captivate and please shoppers, enabling retailers to boost revenue by enhancing visibility.
Yet, in-store displays often face some of the highest failure rates across various industries. What causes this trend, and what strategies can effective marketers employ to develop successful programs that outperform the norm and succeed in retail?
In this Case Study, we offer the Top 4 Accelerators that CPGs and grocery retailers should look to when looking to build winning display strategies.
Retailers often ask what factors are the most successful at driving human behavior and inspiring purchases when it comes to displays - in terms of the store location, the size of the display, the number of categories merchandised on the display, and so on. And while the answer is often “it depends” for each category, season, and trip mission, the data is there...just waiting to be delved into.
That’s why we were so excited to work with a leading national grocery chain on their Display Playbook. In this Case Study, we discuss how the client sought to audit the performance of secondary displays across the total store - looking to quantify the impact of each display characteristic to help guide data-driven decisions in the future for their teams.
How We Did It:
- VideoMining’s AI sensors were installed in select retail locations, capturing anonymized data from shopper behaviors across over 100,000 store trips.
- The behaviors of the Client’s store shoppers was measured against the average grocery industry shopper behaviors...thanks to VideoMining’s leading Behavior Panel for grocery shoppers.
- VideoMining’s patented computer vision technologies captured and classified shopper demographics and behavioral profiles to enable most sophisticated segmentation and contextual learnings.
- Our traffic pattern trackers and advanced heatmap technology helped identify the exact routes of the shopper experience, time spent in each location, time spent searching, browsing, and deciding versus strolling through on autopilot to establish baseline behavioral trends along the entire path to purchase.
- Store heatmaps were supported with insights from VideoMining’s patented data decoding system, which contextualized heatmaps and traffic storytelling with deep insights into biomechanics and stopping power. This information helped build a connected path to purchase narrative, and quantify how every element of a display inspired precise action.
What We Found:
The grocery display playbook that was the output of our study on behalf of this leading grocery chain helped drive continued productivity across the store floor, and helped merchandising teams and buyers make the right planning decisions that gave an evidence-based framework of what the strongest contender should look like when it comes to awarding incremental floor space and designing optimal secondary displays.
