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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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