The business issue:
- The new Nestlé POPs product was validated as a strong proposition prior to entering shelf testing; as a next step prior to launch, there was a need to validate which of the three design directions should be introduced.
The solution:
- Explorer built out the Minis confectionery shelf to mirror a national conventional grocery retailer in Canada.
- Using Explorer’s PackEXPRESS approach, the new packaging directions were validated online using an interactive shelf shop exercise. This research incorporated eye tracking, shelf shop exercises, and findability in addition to stated feedback in the survey. Eye tracking was completed at the shelf to provide placement insights, and at the individual package level to identify areas of optimization and ensure effective treatment of claims and imagery.
Key Learnings:
- The winning design really popped on shelf – it drew greater visual attention to the existing Nestlé products it was shelved with, and in turn, delivered positive sales growth from POPs and the surrounding Minis.
- The winning design direction clearly communicated the desired snacking occasion for this product through format and product imagery on pack, resulting in strong occasion incrementality.
The final design direction was launched, incorporating some additional optimizations that came out of consumer feedback and pack-specific eye tracking.
