Taking the guess work out of display strategies with behavioral insights
Nearly a quarter of all c-store visitors walk past a beer display during their in-store journey, but engagement and conversion rates can vary exponentially, making it increasingly difficult for beer marketers to accurately design in-store campaigns that will deliver the maximum possible ROI.
Behavioral data can help marketers build a display strategy that is grounded in the truth of what actually happens in-store, and answers questions like:
- What size beer display drives the strongest engagement?
- What pack size is most effective?
- What cross-category merchandising drives strongest impact?
- What price segment drives strongest impulse buys when featured on display?
- Where are the highest performing displays for beer? What differences do we see in shopper response when the display is built at the entrance, in the aisle, near the cooler doors, near checkout, and so on?
- How do hard beverage displays perform compared to light lagers? Do variety packs outperform single flavor packs?
For Beer Displays, Move Away From Home Base
Beer displays located away from the cold vault/cooler doors produce over 3x the number of buyers. C-Store shoppers on a mission that includes beer tend to demonstrate tunnel vision as they make their way to the beer aisle, where they are most immediately swayed by what is cold and in-stock. In this case, the displays on the path to purchase, and adjacent to the cooler doors, are the areas with poorest performance for beer displays, aside only from restroom adjacency. At the same time, beer displays near store entrance and checkout generate double the buyers.
Taking the guess work out of display strategies requires fact-based positions on the various available campaign attributes and getting it right can make a massive impact.
At VideoMining, we’re passionate about unlocking insights around the actual behaviors of shoppers. We look beyond what shoppers say they’ll do, or report back they did, to analyze the most raw and true version of evidence: their actual actions and behaviors. This provides a one-of-a-kind perspective that is rooted in fact, not theory.
