Insights inspire John Frieda point-of-sale

The Challenge
John Frieda wanted to update their point-of-sale options with clearer displays which would simplify the selection process for consumers amid stiff competition. They needed to compete for ‘share of eye’ with other leading haircare and beauty products, as well as engaging and educating shoppers both close up and at a distance.

The Solution
The team at Linney used robust insight techniques to establish the most engaging designs, messaging, colour and images for each of John Frieda’s three sub-brands. Programmatic testing and heat map eye-tracking evaluated every visual element within the designs and layouts. A targeted panel of 630 consumers then chose between multiple designs which guided our insight team to determine each sub-brand’s ideal point-of-sale solution.

The Results
The insight employed by our team accurately predicted consumer preferences – moving the effectiveness of POS design beyond opinion into certainty. The campaign has yielded significant year-on-year growth in a highly competitive environment and in addition to this has also been nominated for a Popai award, so watch this space!

“John Frieda had a tough period in Superdrug as a competitor had a strong promotion running concurrently meaning that total brand level was down (2.9% YOY). However, the Frizz Ease sub-brand – which was the focus of the POS – was the only sub-brand to remain in growth at +4.8% YOY. These results were particularly impressive as John Frieda were also celebrating the anniversary launch of the Pink Serum in the same period.” Alice Shiddell, Ecommerce Manager (formerly – Acting Shopper Marketing Manager KAO)