Finding a “Diamond” in a Grocery Store

Global Personal and Home Care manufacturer was looking for ways to improve product “shobability” for key brands.  RSB was tasked with verifying whether the “diamond” – described as sales best friend - really exists and if consumers actually shop based on that framework.

The study was done in a mock MT store set-up. Personal Care and Home Care categories from a well-known  store were simulated with multiple brands and multiple SKUs being placed together. There were 5 bays in all with 6 shelves in each bay. The height of  each bay was ~5’6” from the ground.

For an Indian woman with an average height of 5’2”, the top 2nd and 3rd shelves were the ones from which nearly 40% of the products were picked up – this was true across different personal care categories.

For the household care segment, over 50% of the products were picked up from the bottom 2nd and 3rd shelf – an aberration – primarily because the mid-segment products were kept in those shelves.

POSMs which were kept near the aisle corners were blind spots and were likely to be ignored.

Across categories, products be placed in the middle bays, as shoppers tend to avoid the 1st bay (from either side), either due to the turn around the corner or to avoid traffic.

Brand blocks for the mid-segment home care products were placed in the 2nd and 3rd shelf from top to aid higher pick-ups.

No POSM materials were placed near the floor, as danglers, or near the turn of aisles. Instead, they were only placed at eye level and in the middle of the bay.

Net result of these changes resulted in significant sales increase in flagship stores and the ”diamond” approach was recommended for all key stores reset.