How a New Beer Layout Boosted Sales by 53%
A major retailer was struggling with its traditional “Brand Blocks” planogram in the beer category, where products were organized by brand. This layout was causing confusion among shoppers, making it harder for them to find what they wanted and leading to lower conversion rates. The retailer needed to redesign the shelf layout to better match shopper preferences and behavior, with the goal of improving the shopping experience and increasing sales.
To address this challenge, the retailer partnered with Mediar to shift from a “Brand Blocks” arrangement to a “Types of Beer” layout, organizing beers by type (e.g., lager, ale, stout) rather than by brand. Leveraging the existing in-store infrastructure and Mediar’s Shopper Behavior Lab, real-time shopper interactions were captured and analyzed using computer vision technology. This allowed for detailed insights into metrics like dwell time, stop power, and conversion rates, providing a comprehensive assessment of the new shelf arrangement’s effectiveness.
The new approach led to a 53% increase in conversion rates, showing that shoppers were more effectively engaged and making more purchases under the new layout. While stop power decreased by 28%, indicating fewer pauses at displays, the overall conversion improved, suggesting that shoppers were making quicker and more confident purchase decisions. Sales data confirmed a significant uplift during the test period, validating the effectiveness of the new planogram.
