Case
Shelf analysis
The position on the shelf can determine the success of an introduction!
Our customer, a major player in the category, has developed a new product line that fills a full meter. So a great introduction. In order to achieve optimum success, the customer wants to convince Albert Heijn to place the product line in the right place on the shelf. This is the place with the highest turnover for the category!
For this project, we tested the purchasing behavior for 3 different shelf positions. It turned out that the category turnover for Albert Heijn will grow by 10% if the innovation is placed on shelf 2.
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If we only look at the turnover of the innovation, shelf 4 would be the most optimal. However, the turnover of the category at Albert Heijn will grow less strongly. That is why we recommend shelf 2 as the optimal place for this introduction at Albert Heijn.
Would you like to know more about how such a validation works? Please take a look at this page.
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