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.