V-Shopper

HOW FINDABLE IS YOUR BRAND?

HOW FINDABILITY IS MEASURED & WHY IT MATTERS

How many seconds on average does it take for shoppers to find your brand on the shelf? Is it less than 10 seconds, when 80% of purchase decisions are made? Findability is particularly critical with any pack redesigns, new products, and plan-o-gram changes.

How is findability measured? Shoppers are asked to locate a specific brand SKU instore and time taken to do so is measured. The second measure is accuracy - did they find the correct SKU? This testing can be done in a physical store setting or in a virtual store (assuming the VR store is set up for this measurement).

In the latest report by NRF, respondents reported being much more likely to be seeking to buy a certain item (73%) than to just be browsing (27%). *

When benchmarking, keep in mind the 10-second rule because above this level, you increase business risk based upon the many studies conducted to-date. Also critical is measuring vs control and ensuring that any changes made do not compromise findability speed or accuracy.

* NRF Study, January 2018: Consumers want to find what they're looking for...

MEASURING FINDABILITY

SPEED

Measure how many seconds it takes for a shopper to find a specific brand SKU, on avg.

ACCURACY

Measure % of shoppers who picked the correct brand SKU, on avg.

BENCHMARKING

A speed of less than 10 sec is ideal. Also, compare vs control when making changes.

FINDABILITY ISSUE UNCOVERED

CASE STUDY ON MITIGATING FINDABILITY BUSINESS RISK

A major US brand was actively considering a pack redesign because the current design was perceived as “dated”. To mitigate the business risk with current buyers (in particular), the new pack design was tested using V-SHOPPER (virtual shopper marketing test platform) to measure the new pack design's impact on findability, shelf presence & business impact. V-SHOPPER has a .85 correlation to in-market results.

1

FIRST REDESIGN NOT WORKING

As seen in the charts to the right, the first pack redesign would negatively impact all 3 instore KPI's.

The findability issue effectively made it more difficult for current buyers to find the brand SKU they were looking for on the shelf and the net result, a drop in market share.

Underlying the findability issue was weaker shelf presence. Insights from shopper feedback pointed to the fact that the new design was pushing too far away from current more traditional look - a core visual brand equity.

2

SECOND REDESIGN HITS THE MARK

The pack design addressed the design issues identified from the first test. The net result is pack redesign that is just as easy to find as the current design and has a comparable level shelf presence.

The client was very happy about the directional bump in market share, tracing to stronger paid conversion - indicates that the new, slightly more modern pack design is generating stronger purchase desire.

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