Applying insight for POS success
How we created in-store cut-through with an insight-led retail design experience.
- Retail design
Attracting customers in-store
In the busy and competitive world of retail, eye-catching point-of-sale (POS) is an important part of attracting and engaging consumers. When haircare brand John Frieda needed to simplify the selection process for its Superdrug consumers amid tough on-shelf competition, our insight and POS design teams were ready to help.
Understanding the client dilemma
After speaking to our client, we understood that John Frieda needed to compete for ‘share of eye’ with other leading haircare and beauty brands, as well as engaging and educating shoppers – both close-up and at a distance. Insight-based POS design is an essential part of achieving this.
Linney used robust insight techniques to establish the most engaging designs, messaging, colour and images for each of John Frieda’s three sub-brands. First, we used programmatic testing and heat map eye-tracking to evaluate every visual element within a selection of 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 insight employed by our team accurately predicted consumer preferences – moving the effectiveness of POS design beyond personal opinion to objective certainty. The resulting campaign has shown significant year-on-year growth in a highly competitive environment, winning gold in the insights category at the prestigious 2019 POPAI Awards.
Sales growth YOY
“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.”
Ecommerce Manager, John Frieda