How Arla Explored the Impact of Secondary Placement in Supermarkets
Together with Summit Retail Media Group, Bamboo Brands conducted a study for Arla Foods to evaluate the effectiveness of secondary placement within retail environments. The objective was to gain a deeper understanding of how increased visibility at different locations throughout the store can help consumers notice, consider, and ultimately try products.
The study was carried out across multiple Albert Heijn supermarkets throughout the Netherlands. Arla Foods products, including Starbucks Chilled Coffee, Milka Chocolate Milk, and Melkunie Breaker, were placed in several additional locations within the store alongside their regular shelf position. In a selection of stores, these placements were supported by additional point-of-sale (POS) materials such as cooler door flags, floor stickers, and digital out-of-home (DOOH) screens.
Research in a Real Retail Environment
By comparing different store setups, the study provided valuable insights into the role of secondary placement and in-store communication throughout the consumer purchase journey. The research combined sales data with shopper interviews conducted on the shop floor, making it possible to understand not only the sales impact of additional product placements but also how consumers perceive them and the role they play in purchase decisions.
This combination of behavioural data and qualitative insights delivered a more comprehensive understanding of the factors that drive brand growth—from increasing brand visibility and attracting new buyers to strengthening brand preference.
Actionable Insights for Future Activations
The results provided Arla Foods with valuable insights into the role of secondary placements and in-store communication throughout the shopper journey. As a result, the study served as a solid foundation for future decisions regarding retail media investments and in-store visibility strategies.
Menno Wilhelm, Channel & Activation Manager at Arla Foods, on the collaboration with Bamboo Brands:
"Curiosity about consumer behaviour formed the foundation of this collaboration with Bamboo Brands. I highly value their strong consumer focus, which enables them to generate reliable insights. At the same time, they are able to translate these insights into concrete and actionable outcomes that provide clear direction. Together, we have taken meaningful steps towards driving brand growth."
Innovate Better, Faster and with Less Risk
Bamboo Brands helps FMCG brands get to the heart of the matter faster: does your innovation truly work, or is it simply a good idea on paper? By testing products in more than 400 supermarkets across Europe—with the right target audience, in the right environment—we provide insights that go beyond stated intentions.
Interested in exploring the possibilities? Feel free to get in touch at theo@bamboobrands.com. We'd be happy to help.
