Teta Drugstore

About the project

The aim of designing and installing premium signage on Teta drugstore shelves is to make it easier for premium customers to find their way around the shelves, become experts in selected categories, and thus increase the share of these categories in the shopping basket. This is linked to the goal of increasing the overall turnover of premium products without the need for discount promotions.

The project of branding shelves with premium drugstore products is also interesting for its sophisticated testing, which worked with several categories and many test parameters. In the first phase, together with the client, we started at the end of 2015 (before Christmas) by testing the premium shaving category, which was in season at the time. This consisted of fixed shelf framing of products. Subsequently, in the spring of 2016, the hair care category was added, for which a modular frame system was developed that can be moved and changed according to shelf placement. Three size variants (1 shelf, 3 shelves, 5 shelves of goods) were tested to see how the signage worked in terms of changing customer behavior. In the last summer phase, we also added the skin care category.

In the first phase, testing was conducted without backlighting. In the second phase, electrification was added, which enabled the backlighting of frames highlighting products in them and in the immediate vicinity. The pilot was always conducted in 30 stores, and the data was compared with other reference stores where there was no signage. Thanks to the large number of stores, purchases made, customer club data, and other parameters, it was possible to understand in great detail how the signage works and how it changes customer behavior.

The result is the finding that making premium products more visible in order to increase sales in stores works excellently for the entire category, not just for the products in the frame itself.

Customer behavior is very similar regardless of the size of the frame, meaning that the highest ROI is achieved with a single-shelf branding system. In general, the premium concept works best when placed in the main aisle, i.e., in more visible locations. From a regional perspective, the concept is more effective in larger cities and shopping centers, as this is where most premium customers shop. Test results show that all branding resulted in an increase in sales for the entire category, ranging from 8% to 15%, with an overall average of 11%.

The solution is very easy to install on a standard shelving system without any special installation requirements. The client plans to continue rolling out premium signage to other categories and all Teta drugstores.