How to measure most impactful pack and category management in store. Rogil Shopper and Pack research. Esomar award winning paper.

1. GETTING INTO THE REAL
WORLD OF THE SHOPPER
Ludovic Depoortere- ROGIL
MANAGING DIRECTOR

5. Image of first 7 seconds in category detergents
Focus on Contrast Points
Source: Rogil eyetracking study in detergent category -Gaze opacity for one scenario at 7 sec

6. BASIC FEELINGS BEHAVIOURAL REFLECTION
UNCONSCIOUS UNCONSCIOUS CONSCIOUS
FIGHT OR FLIGHT TAKE/ADAPT ACTION PROVIDE REASONING
NEO CORTEX
LIMBIC SYSTEM RATIONAL
EMOTIONAL
OLDEST BRAIN
VISUAL SENSORIAL

8. Confrontation Visibility & Cognitive Affective Usage &
stimuli identification processing Processing Satisfaction

9. Is this hot spot from female or male viewers?
WOMEN MEN

12. NEW PACK
HEAVY COST SAVING

13. CURRENT TEST
DESIGN DESIGN
UK UK
confidential
ALPRO CASE
Drastically modernizing the Alpro Flagship Plain soy Milk

14. Eye Tracking measures showed improved impact
UK NL BE DE ES
BETTER OR AT PARITY
LESS ATTENTION TO
RANGE BETTER
BETTER OR AT PARITY
BETTER MORE TIME NEEDED BETTER
BETTER MORE INCORRECT RETRIEVALS BETTER

15. Verbal measures indicated issues on trial and decreased
key brand values health, nutrition and quality
UK NL BE DE ES
WORSE FOR SOME COUNTRIES AT PARITY
BETTER OR AT PARITY
WORSE FOR SOME COUNTRIES AT PARITY
BETTER OR AT PARITY

16. Test design
LAUNCHED
CURRENT DESIGN UK
DESIGN UK
ALPRO CASE
‘In between’ design to improve brand key values and trial

17. SARA LEE
Modernizing Douwe Egberts Aroma Red
CURRENT WHITE GOLD
LEG LEG LEG

19. It is not a beauty contest!
Norm = Competition

20. BELORIGINE
Impact of a brand signature in innovation.

21. Brand signature ‘Danone’ logo
leverages on attraction
% Participants with focus on Belorigine 71%
B 57%
Number of fixations on Belorigine
Total fixations 36% 34%
Logo (a) Signature (b)
But overall between both designs,
the number of fixations is similar

22.  Differentiation in the shop is key for A-Brands
- In POS materials
- In package design (implicit priming, appealing products)
- Colour blocking - shape differentiation

23.  Enhance ‘shopability’ to help shoppers in over choice
and reduce shopper stress by
- Structure in assortment (catman)
- Consumer decision support systems – POS materials
- Clear indication of key benefits and variants
- Simple products and services
 Verbal evaluation not always in line with intuitive
behaviour (Impact strong brands often overrated in research)

24.  Face reality & get out of your meeting room to meet
your consumer & shopper
 Embrace Key Brand Property and be consistent over
time
Small changes can heavily impact intuitive behavior
…. and keep your brand promise
(the fastest way to kill a product = not meeting expectations)