The Brief – Understanding How Point of Sale, Merchandising and Display Materials Impact Consumer Behaviour
A joint initiative between Coca-Cola Europacific Partners (CCEP) & The Coca-Cola Company (TCCC) aimed to clarify which in-store, external, and digital Point of Sale and merchandising materials are the most effective to drive sales and increase brand awareness in restaurants and food led environments across Europe.
In order to unlock this marketing insight, it was crucial to gain an understanding consumer behaviour around the purchase of soft drinks in restaurants and food led environments, and what the best PoS tools are to drive purchase decision. It was also important to gain an understanding of how the effectiveness of PoS assets differs in different types of outlets, and in different markets. PoS, merchandising and display in-store and digital material spanned a wide range of comms including fridges, glassware, menus, digital screens, outdoor furniture, staff visibility etc.
Another key aim was to provide clarity on consumer behaviour and the path-to-purchase across different missions, outlet types and countries. CCEP & TCCC also wanted to continue to build on the strong relationships they have with restaurants through up-to-date and actionable insights that demonstrate their ambition, expertise and added value approach.
Our Approach – A Pan-European Research Project
To provide actionable insight, Serendipity2 undertook a major quantitative research project across five European markets. S2 created a detailed online survey and collated responses from over 10,000 soft drinks consumers across 5 European countries.
Using the online survey, the project tested over 30 different pieces of PoS across multiple brands in 4 different restaurant and food led environments, from outside the restaurant to being sat at the table. The research project also included creating a full suite of high-quality imagery featuring multiple brands across the different restaurant settings and markets. This allowed S2 to carry out heatmap analysis of which items of PoS, merchandise and display material attracted the most attention.
The Result – Unlocking Actionable Insights
The huge amount of data available from the online survey produced a highly detailed report for each market – as well as an overall Pan-European report – which described in detail the effectiveness of different PoS materials. The reports included detailed analysis of consumer behaviour, a ranking of material in each area of a restaurant, and recommendations on how best to maximize the effectiveness of PoS in outlets.
This marketing insight fed directly into both TCCC and CCEP’s PoS and merchandising strategy, ensuring they prioritized the digital and in-store material which had the biggest impact on brand awareness and sales.
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