READYSET OVR CASE STUDY
Optimizing the Allergy Planogram
Introduction
A global healthcare company sought an efficient solution to design and test an optimized planogram for an allergy-specific product section at a retail partner.
Objective
To identify the optimal planogram layout that would:
- Boost category sales.
- Improve shopper navigation.
- Drive visibility and sales for key brands.
The recommended planogram would serve as a blueprint for broader rollout opportunities across the retailer’s stores.
Methodology
Utilizing the ReadySet advanced Online Virtual Research (OVR) platform, they streamlined the research process into three key phases:
- Planogram Creation: the healthcare company’s custom product library was updated with 2D images of allergy product packaging. Using ReadySet’s drag-and-drop desktop interface, two planograms (current vs. test) were developed for comparison.
- Virtual Shopping Study: The planograms were integrated into a virtual research project where researchers defined shopping scenarios and provided instructions for participants. The study was deployed to a national sample via a link sent to the healthcare company's research partner. The OVR experience enabled respondents to navigate interactive store aisles and select products for close-up viewing, offering a more engaging, realistic shopping experience than static images.
- Data Analysis & Visualization: The interactive OVR platform captured and analyzed shopper behaviors, such as navigation, product interactions, purchase decisions, and eye gaze (via webcam). This provided more accurate, actionable insights. The healthcare company reviewed heatmap outputs and detailed reports to refine their planogram recommendations. These findings were presented using ReadySet’s Store Viewer, delivering an immersive shelf experience to the retailer.
Results
The test aisle planogram exceeded all critical action standards and received a strong recommendation for implementation. Key results included:
- Enhanced Shopper Navigation: Layout improvements made it easier for shoppers to find products, resulting in a smoother experience.
- Increased Brand Visibility: Key allergy brands gained greater prominence on the shelf, capturing more attention from shoppers.
- Boosted Sales: The optimized planogram led to measurable sales growth, aligning with category goals.
OVR Cost Savings
The healthcare company achieved an estimated +60% cost savings compared to traditional in-person methods like in-store ethnography or focus groups. ReadySet OVR streamlined the process by eliminating the need for travel, physical store setups, and logistics, while delivering actionable insights at a fraction of the cost. Additionally, OVR’s dynamic, interactive shopping experience provided more accurate, actionable data compared to traditional surveys or static images, reducing the need for follow-up studies.
Conclusion
ReadySet empowered the healthcare company to execute a data-driven, cost-effective study that exceeded expectations. The optimized planogram enhanced the shopper experience, boosted brand visibility, and drove measurable sales growth. The company's success highlights the advantages ReadySet offers to market research companies:
- Cost-Effective Insights: Achieve high-quality, actionable data at a fraction of the cost of traditional research methods.
- Faster Data Collection: Rapid study deployment and response gathering save time.
- Real-Time Analysis: Immediate insights into shopper behavior for quicker decision-making.
- Scalable Solutions: Applicable across a wide range of categories and research objectives.
For market research companies, ReadySet offers a transformative way to scale capabilities, deliver faster insights, and provide clients with actionable data.
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