Optimizing Cooking Oil Shelf Placement through VR Eye Tracking Analysis

To optimize shelf placement costs, a cooking oil brand wanted to determine how different shelf positions affect consumer behavior. To address this concern, they partnered with Neurosensum, a research firm specializing in consumer behavior analysis using cutting-edge neuroscience tools and methodology.

Challenge:

A cooking oil brand sought to understand the impact of different shelf placements on consumer visibility and purchase behavior. They aimed to optimize their shelf placement strategy while considering the associated costs.

Solution:

Neurosensum proposed a solution using Virtual Reality (VR) and Eye Tracking technology. A virtual supermarket environment was created to simulate various planogram options, allowing the brand to test different shelf placements. VR Eye Tracking was used to measure consumer attention and gaze patterns, providing valuable insights into the effectiveness of each placement.

Results:

The VR Eye Tracking analysis conducted by Neurosensum revealed key findings for the cooking oil brand. While center (eye-level) placement emerged as the most effective option, delivering optimal visibility and driving higher purchase likelihood, an alternative option of top-right placement showed potential when significant cost savings were a consideration. However, it was determined that bottom-left placement yielded poor results and should be avoided.

Shelf Description	Order of Notice	Time of 1st Notice	% Time Spent	% of People Seeing	% People Buying
Top Right	1	3.50 s	14%	92%	25%
Eye Level	2	1.59 s	19%	96%	28%
Bottom Left	3	7.27 s	8%	78%	15%

Impact for the Client:

By leveraging Neurosensum's VR Eye Tracking analysis, the cooking oil brand gained clarity on the most favorable shelf placement options. The concrete numbers provided by the study enabled the brand to make data-driven decisions and prioritize placements that would result in overall higher profits. This optimized shelf placement strategy allowed the brand to maximize visibility, consumer engagement, and purchase likelihood while considering the associated costs. Ultimately, the brand was able to enhance its on-shelf presence and drive greater profitability in the competitive marketplace.