Choice is good. Choice is opportunity. Choice is new products, new flavors, new sizes, and new experiences for the consumer. However, an abundance of choice often complicates the shopping trip beyond what is reasonable for today’s shopper. Lives are busy. More product choices require more time in the aisle navigating and finding the correct items. The optimal aisle arrangement is one that is intuitive to the shopper and thereby eases the shopping experience. For shoppers, more aisle time = less life time.
A poorly organized aisle can lead to excessive decision time, shopper confusion, shopper frustration, and may ultimately lead to retailer abandonment. An optimized aisle will improve the shopping experience, increase sales for the manufacturer, and maximize sales for the retailer.
Aisle Arrangement Category Close-Up: Vitamins and Supplements
In the Vitamin and Supplement category, aisle organization and arrangements are diverse and inconsistent across retailers and channels. In addition to standard product organization (such as arrangement by brand and type), an alphabetical (A-Z) arrangement system is also seen in stores.
With new products and innovations regularly entering the category, this lack of consistency at retail may threaten sales growth due to poor visibility and shelf communication.
For a Vitamin & Supplement manufacturer, key questions may include:
- How should products be grouped (brand, type, health goal, etc.)?
- What product adjacencies make sense to shoppers?
- What flow/arrangement of products do shoppers prefer?
- Are there products that don’t belong in the aisle?
DI’s Aisle Builder research provides specific guidance for planogram development. Sports Nutrition might be grouped in a vertical block. Weight Support and Herbals too. Everyday Products, like Multivitamins, Letter Vitamins, and Minerals, might be grouped together for convenience. And even within alpha groupings, vitamins could be A-Z sorted by brand or intermixed.
Universally, shoppers want easy navigation in the aisle, the ability to find the products they want with ease, and an opportunity to explore new products through intuitive adjacencies.
Giving shoppers the opportunity to build their own ideal aisle in a virtual environment has proven to be an effective methodology for creating shopper-preferred aisle flow and translates to better shopping experiences when executed at retail.
The overall outcome can be a win/win/win: Improving the shopping experience for the shopper, increasing sales for the manufacturer, and maximizing category sales for retailers.
Virtual Aisle Builder provides a retailer-specific, shopper-centric perspective on the foundational organizing principle at shelf to develop an aisle flow and optimal framing and blocking strategies to drive incremental sales. Contact Leslie Downie for more information and a demonstration.
DI: Discover. Create. Validate. Activate.
Brad Barash is Vice President at Decision Insight. He can be reached via email email@example.com or call (816) 437-9836.