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Virtual Shelf Technology
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Virtual Shelf Technology

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NOTE: This presentation is outdated! For more current informations on our virtual shelf offering, please visit www.harrisinteractive.de

NOTE: This presentation is outdated! For more current informations on our virtual shelf offering, please visit www.harrisinteractive.de

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  • 1. Harris Interactive‘s Virtual Shelf Technology
  • 2. Consumers decide at the POS
    • Which package generates the most attention? test different sizes, shapes, colours and labels
    • Which form of promotional pricing generates most purchases? red price tags, yellow price tags, stopper, wobbler...
    • Impact of non-price promotions? sweepstakes, product add-ons ...
    • Which display generates the most interest? test different shapes, colours, sizes of displays
    • Impact of special offers? purchase intention for different prices
  • 3. The Virtual Shelf Technology
    • Online-based simulation of a retail shelf as alternative to a physical shelf test in a central location
    • Faster and less expensive
    • Less error-prone  Implementation of complex designs with different shelf layouts, POS material, line-ups, variants and so on
    • Higher representativeness for the target population
    • Assessment of a wide range of behavioural information (time at shelf, attended and considered products, purchases)
    • The aim of the virtual shelf is not to mimic the reality as close as possibly but to provide a valid performance forecast
    • The viewing conditions in a virtual shelf test is very similar to a standard physical shelf test presenting the shelf in front view from 2 to 3 metres distance
    • The set-up is widely recognized as a valid model to test packages and concepts in a competitive environment
  • 4. The Virtual Shelf Technology compared to Phsycial Shelf Tests in Central Locations The virtual shelf technology outperforms shelf-tests in central location in nearly every respect Virtual online shelf Physical shelf central location Costs Low High Realism Low Low Extent of behavioural information High Low Representativeness High Low Error-Proneness High Low Complexity of research designs High Low Complexity of shelf layout High Low
  • 5. The Virtual Shelf Technology – Task Variants and Objectives
    • Shelf task variants
    • Short time exposure (1 to 3 seconds) of a shelf view followed by unaided recall of brands / subbrands / variants
    • Findibility of a certain brand / sub-brand / variant
    • Purchases for a certain need / occasion / time period
    • Objectives
    Short time exposure Findibility Purchase Package testing    Concept testing  POS material testing   Shelf layout testing   
  • 6. break through clutter purchase arousal of interest mouse roll-over zoom / select shopping cart Shelf measures within the purchase process
      • When passing through the funnel, increasingly more products are eliminated from the choice set. The virtual shelf measures are indicators for different points within this process. Thereby, “mouse roll-over” is located nearby break through clutter entrance and “putting-into-shopping-cart” is nearby purchase.
  • 7. The Virtual Shelf Technology – Key Performance Measures * Total time at shelf; total number of attended/considered/purchased products; number, order, duration of visits ** Overall liking, ease of orientation, arousal of interest Short time exposure Findibility Purchase Package testing
    • Unaided recall  Hit rate
    • Time needed for completion
    • Hit rate
    • Attention rate
    • Consideration rate
    • Purchase rate
    Concept testing POS material testing
    • Time needed for completion
    • Hit rate
    Shelf layout testing Unaided recall  Hit rate
    • Shelf exploration behaviour*
    • Areas of interest  Heat map
    • Diagnostics shelf layout**
  • 8. Results for shelf performance – graphical display
    • For an intuitive impression, results can be projected on the virtual shelf
    Graphical display as a heatmap
  • 9. The Virtual Shelf Technology – Benchmarks and Action Standards Short time exposure Findibility Purchase Package testing
    • Current packaging: New packaging not significantly worse
    Concept testing
    • Competitor products: New concept at least as good
    • Maximum volume trial potential
    POS material testing
    • Shelf without POS material: Shelf with POS material significantly better
    Shelf layout testing
    • Current shelf layout: new layout significantly better
  • 10. The Virtual Shelf Technology – Design Recommendation and Survey Flow
    • Design recommendation
    • Monadic, sample size at least 100 to 150 per test cell, representative sample for the target group of the respective product
    • Inclusion of a benchmark cell if necessary (current packaging, current product, competition)
    • Survey flow
    • Screening
    • Shelf (as spontaneuos behaviour)
    • Diagnostic questions (packaging, concept, shelf layout, POS material)
    • Demographics
  • 11. How respondents experience the Online Shelf Test
    • Respondents see a brief instruction on the interaction possibilities with the virtual shelf (qualitative tests have shown, that most respondents interact intuitively with the virtual shelf even without lead-in instruction)
    • While the instruction is being displayed, the test material is being downloaded to the respondent‘s computer. Respondents get an adequate incentive for download time.
    • During run time of the virtual shelf, there are no delays due to download of visual data / shelf components.
    • All actions i.e. mouse roll-over, shelf areas zoomed in, SKUs clicked, SKUs placed in the cart are being recorded together with a time stamp.
    • Respondents that have been questioned afterwards reported good understanding of the task and experience of seamless interaction