Case study: Evaluating and validating POS materials for a leading CPG brand

A leading CPG brand wanted to have further evidence of the impact of its in-store marketing activities. The brand’s objective? To evaluate and validate a variety of point-of-sale (POS) materials for a new deodorant product in Brazil.

The research revealed the need for several improvements to be made to the POS material.

Following feedback from the research process, the new materials were optimized to suit the target audience. They succeeded in driving visibility, preference and benefited communication, and have been introduced in-store.

Using our POST solution, we tested the effectiveness of floor stand units and shelf strips. We compared situations that used POS materials to those that didn’t, and different executions. This enabled us to deliver insights on the impact of POS materials on sales uplift and communication.

The research was conducted in two waves. The first study showed that men perceived the imagery to be too aggressive. In the second wave, we tested the impact of color on women. This revealed that one of the colors did not fit both brand and category perceptions. Finally, we used Focus Tracker to show the impact of the imaging, iconography and messaging of the executions.