Case Study

Category Navigation

The Challenge

  • Regardless of being a category leader, our client’s product had been moved down the fixture, with own brand products being moved to eye level. Our client suspected that consumers used their product as a direction tool to find their way to the fixture thus driving category sales.


  • Shopper:Lab™: 200 x at shelf interviews


  • In-depth report & analysis
  • HD video footage & edits
  • A fixture recommendation 

Our Solution

  • We used in-depth at shelf interviews to learn how shoppers felt about the fixture
  • 100 consumers were asked to shop the current layout, with a further 100 shopping the proposed layout
  • The shopping stats were used to calculate predicted sales

The Outcome

  • We used the key navigation points and semiotics to optimise the fixture layout
  • Our client was able to use the results to deliver clear and challenging evidence to the retail who in turn changed fixtures on a national basis

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