The Need
A leading supermarket wanted to review the labelling on one of its own brand wine ranges to understand on-shelf standout, differentiation within the range and to benchmark performance of key SKUs against competitors.
Our Approach
Working closely with the client, Opinium created a bespoke two-stage research program:
Phase 1: A short online quantitative survey to provide a robust assessment of key SKUs within a competitive context
Phase 2: A online qualitative Pop-up Community to understand the drivers of each SKUs performance, identify potential areas to improve and refine the current brand label format and examine shelf standout by sending consumers on dedicated in-store missions.
The Outcome
Opinium provided clear, actionable recommendations at SKU-level in terms of imagery, color and text to optimize stand out on shelf. These were combined with detailed analysis on the potential impact differentiation would have on purchase intent and behavior.
