Background

Health & Beauty is one of the most profitable departments in the store.

Insight

As the shopper transitions into the Health and Beauty area, they begin to think of the product needs for themselves and their family.

They express these needs in both functional terms like Bathing, Moisturising, and Shaving through to more emotional needs like Relaxing and Reviving.

Often they will buy products to meet functional needs first, before turning their attention to more emotive wants.

Finding ways to activate more emotive wants through signage, imagery, and locations will help activate these latent desires and build the basket.

Action

Functional category segmentation at the start of the aisle overlayed with emotive signage and product zones.

Result

Not available