Importantly, whatever product we are selling and marketing, utilising where best to locate tends to be a fundamental key success factor. We regularly conduct campaign M&L (measure and learn) research for our clients where they need to understand the impact their activity is having with shoppers and how to optimise this impact. In one piece of research, where we were evaluating a regional food campaign in hypermarkets, one of the key learnings we found was shoppers were less aware of the products until they are in the relevant parts of the store.
In this case we had six different hypermarket stores with the same joint promotion of a range of regional food meal ingredients including steaks, premium butter and some condiments. This promotion ended up being located in different areas of the different stores, and what we found when we intercepted shoppers in these different parts of store, was that the level of awareness of the promotion was higher in the areas where shoppers would expect to find this product range versus when located in other areas of store, as outlined in the graph below.