+5%

brand share

-0.3%

category sales

Client:

Multinational Consumer Goods
Manufacturer - Stain Removal Gel

Test:

Impact of NPD

Objective:

  • Justify ROI
  • Identify optimal on-shelf placement

How:

1,521 Stain Removal shoppers participated over 3 days. We compared 3 scenarios:

  • Control - Current In-Store
  • Gel Centric
  • Powder Centric

Discovery:

  • Introducing branded gels grows brand share by +5%
  • Shoppers mostly switch from brand powders into brand gels
  • Gels perform best when placed in the centre of the fixture

Share this:

Results:

Control - Current In-Store
Gel Centric
Powder Centric
Price Per Customer (£)
10.20
10.17
10.00
1.96
4.94
5.18
2.02
2.00
5.09
49.1
46.0
46.1
539
500
491
Sample Size (1,521 total)
Duration (secs)
Units Per Customer
Price Per Unit (£)

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