Category Organization: Horizontal vs. Vertical Brand Block for the Cereal Category

Presented by Behaviorally

CHALLENGE

  • Category growth in the cereal aisle was stagnant with products organized by manufacturer blocks. 
  • Using our ShopperFlash™ methodology, we tested alternative layouts including horizontal and vertical brand blocks.

 

SOLUTION

  • Results showed that the vertical brand block represented the strongest option to grow the category and brand. 
  • The vertical branding increased shopper engagement and awareness of products, which influenced purchase.

 

RESULT

  • Armed with the results, the client teams were able to implement the new layout across multiple retailer partners. 
  • The vertical brand approach resulted in an 8% increase in category growth.

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