Making shelf layout really work for shoppers ©TNS 2012 Retail & Shopper TNS Italia - February, 2012
May 14, 2015
Making shelf layout really work for shoppers
©TNS 2012
Retail & Shopper
TNS Italia - February, 2012
Six rules for effective shelf layout
Align shelf structure Reduce search timeOrganize shelf to make
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TNS approach: follow real shopper behaviour
Observing shopper and experiencing in the past 20 years of shopping analysis, we brought together the following insights:
©TNS 2012
Retail & Shopper
Group products to facilitate selection
Prioritise search needs on pack
2
Structure shelf for ‘Decided’ shoppers
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Align shelf structure with shoppers’ search
Reduce search timeOrganize shelf to make shopping easier
1. Organizing the shelf to improve ease of shopping will increase sales
2,82
3
� Spending speed is critical for retailers : stores that sell faster sell more
Spend per minute
Buy T
ime
Slo
w
� Categories that convert faster convert better
©TNS 2013
Retail & Shopper
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0,8
0,34
0,97
1,46
1,71
0
1
2
Average <£15 £15-25 £25-£35 £35-50 £50+
% Conversion to Purchase
Buy T
ime
Fast
Low High
Drawn from TNS UK Case Study
2. Align shelf structure with shoppers’ search to reduce search time
� Searching is a negative experience. The task of the shopper is de-selection
Eye tracking might tell us that the shopper scans 100 items on a typical shelf
Neuroscience tells us about the emotions experienced in selecting,
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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.
3. Reducing search time will increase category interaction
Pre: Redesigned to assist navigation Post: Search time shifted to selection time
In search mode, POS and other products effectively become invisible
Decrease in search time lead to more interaction and purchasing
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Drawn from TNS UK Skin Care Case Study
4. Building the shelf for ‘Decided’ shoppers will improve efficiency
Decided Open to influence
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More time in search
Priority: Structure
More time in selection
Priority: Product options
We only have one shelf, whose needs should be met?
4.1 Most shoppers have already decided what to buy
69% buy same brand as
last time*
45% buy same SKU*
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*Source: Average FMCG Category - Kantar World Panel large trips Source: TNS UK/In-store study
Supermarket confectionery:
66% decided brand
4.2 ‘Decided’ shoppers need a search-led structure
Majority needs met
Improves efficiency
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Improves efficiency
5. Grouping similar products helps ‘Open’ shoppers make a selection
Consumption need’s crucial.
Motivation/uspis key for
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is key for conversion
6. Prioritise search features in pack communication
Product features, important in the search process, must be visible at a glance
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� Use pack communication to assistthe search : if flavour is important in search: communicate via colour as well as text
So...
An effective shelf layout needs to achieve two things
A clear shelf hierarchyHelps shoppers find relevant products
Search Select
Recognizable groupingsHelps shoppers identify product options
©TNS 2013
Retail & Shopper
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
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Carolina GerenzaniRetail & Shopper Practice Lead
mobile +39.347.347.04.66@: [email protected]