Behaviorally Case Study

Category Organization: Horizontal vs. Vertical Brand Block


  • Category growth in the cereal aisle was stagnant with products organized by manufacturer blocks.

  • Using ShopperFlash®, we tested alternative layouts including horizontal and vertical brand blocks.


  • Results showed that the vertical brand block represented the strongest option to grow the category and brand.

  • The vertical branding increased shopper engagement and awareness of products, which influenced purchase.


  • Armed with the results, the client teams were able to implement the new layout across multiple retailer partners.

  • The vertical brand approach resulted in an 8% increase in category growth.

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