Essity
Shelf Research for Essity: Clarity and Growth in Intimate Hygiene.
Case Information
Discover how Essity optimised the intimate hygiene category through shelf research, providing retailers with concrete guidance for layout and growth. This case demonstrates how smart insights help shoppers whilst boosting premium product sales.
The Question
How Essity simplifies shelf choices in intimate hygiene.
Essity, known for brands like Libresse and TENA, faced the challenge of helping shoppers choose intimate hygiene products. The category is complex due to sub-segments, life stages, and innovations. An effective shelf can make all the difference for the shopper. But how do you ensure a shelf provides an overview, informs and inspires, and which layout contributes to category growth?
The Challenge
How do you help shoppers quickly find the right product?
The intimate hygiene category is highly diverse, with products for various target groups and needs. Essity observed that this complexity makes product choice difficult for shoppers. The question was how the shelf could contribute to easy navigation and making the right product choice.
The approach
Testing Scenarios through Quantitative Shelf Research.
To find the ideal shelf layout, Essity developed four scenarios. We tested these scenarios with tailored online quantitative shelf research. Using implicit methods and tasks, we simulated a store visit and analysed shopper behaviour.
<span data-metadata=""><span data-buffer="">The result
Concrete guidance for Essity and retailers.
Essity now possesses in-depth knowledge of how shoppers make purchases within this category. This resulted in a refined shelf vision and compelling arguments for retailers to implement relevant location changes for category growth.
Consequence of the Result
How the insight led to action.
Refine your Category Vision.
Essity developed a clear, data-driven vision for the intimate hygiene category. This ensures a consistent strategy and communication within the organisation.
Conduct data-driven discussions with retailers.
With the research results, Essity has strong arguments to convince retailers of optimal shelf layouts. This leads to better collaboration and implementation of shelf improvements.
Increase Sales of Premium Products.
By focusing on an optimal shelf layout, premium products were strategically better presented and found. This resulted in higher revenue and margin for the category.
Optimise the Shopper Experience.
Shoppers can more easily and quickly find products that match their needs. This improves the overall shopping experience and customer satisfaction.
Stimulate Long-Term Category Growth.
The insights from the research provide Essity with a sustainable strategy for product placement and innovation. This contributes to continuous growth of the entire intimate hygiene category.
Related cases.
What is quantitative shelf research and when should you use it?
Quantitative shelf research extensively analyses the impact of shelf layout on shopper behaviour. You should use it when you want to determine the optimal product presentation to improve product visibility and stimulate category growth.
How does optimal shelf layout help with shopper product choice?
An optimal shelf layout simplifies shopper choice by providing clarity and clear segmentation. This helps shoppers find the right product to match their needs faster, improving the shopping experience and reducing impulse purchases.
What role does shelf research play in discussions with retailers about category growth?
Shelf research provides concrete, data-driven insights into shopper behaviour and product performance. This objective data forms a strong basis for convincing retailers of the effectiveness of proposed shelf changes that both serve the shopper and grow the category.
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