Assessing the Impact of Shelf Promo Wobblers on Sweet Condensed Milk Sales in a Minimarket

In this case study, we examine how a sweet condensed milk brand assessed the viability of investing in a Shelf Promo Wobbler to determine its potential impact on sales and brand visibility in a minimarket setting.

Challenge:

A sweet condensed milk brand faced the challenge of determining whether investing in a Shelf Promo Wobbler would yield incremental sales and justify the associated costs. They sought to understand the potential impact of promotional signage on consumer behavior and brand visibility in a minimarket setting.

Solution:

To address this challenge, the sweet condensed milk brand collaborated with Neurosensum to conduct an experimental design study. The study aimed to evaluate the effectiveness of Shelf Promo Wobblers by testing their impact on real shelves within a minimarket environment, created in a central location test (CLT).

Neurosensum implemented an experimental design, placing Shelf Promo Wobblers on selected shelves and comparing the results with shelves without promotional signage. Eye-tracking technology was used to measure consumer attention and gaze patterns, providing insights into the impact of the wobblers on pack visibility, sales, and brand recall.

Impact for the Client:

The study provided crucial insights for the sweet condensed milk brand. It indicated that the Shelf Promo Wobbler may not generate immediate short-term sales increases. However, it did increase brand recall and awareness, which can be advantageous for a new brand seeking to establish itself. The findings helped the brand set realistic expectations and highlighted the promotional signage's potential for enhancing shelf visibility and brand awareness. This data-driven approach empowered the brand to make informed decisions regarding its marketing strategies and allocate resources effectively to achieve long-term brand goals.