Background

To understand how customers shop for chewing gum at checkout.

To determine optimum merchandising and in-store communication strategies to increase sales.

Insight

Shoppers mentally finish shopping when they leave aisles, and need a trigger to revert to shopping mode at checkout.

Freshening is the main motivation for purchasing chewing gum and can be used as the driver to get their attention at the register.

Action

New POSM stimulated consumers to revert back to shopping mode and increased customer interaction within checkout area.

Result

Tracked sales increases of 40% for all categories within chewing gum display.

Reference

TNS. (2010 ). POSM Efficiency and Shopper in depth understanding. TNS.