Display unit and the right message increase cereal sales

摘要

A test display fixture bearing a healthful product message for General Mills cereals lifted brand sales 17%. category sales 1%-and reduced shopper decision-making time. An in-aisle display fixture and the right product messaging can significantly increase brand and category sales and influence brand conversion-while reducing the time shoppers spend making product selections. Success is possible even for brands in center-of-store aisles as mundane as cereal. These findings were validated in an independent shopper test study, conducted late in 2010, by CART (the Center for Advanced Retail & Technology) at the independent Green Hills supermarket in Syracuse, NY. The results suggest that consumer packaged goods companies and retailers can influence purchase intent by rethinking in-aisle merchandising and communications strategies.