JMI has successfully completed its first research project to optimize the layout of products sold in vending machines.

The project was completed for a major manufacturer of packaged goods. The objective being to establish the basic rules of product placement in vending machines from a visibility point of view for a strategic brand.

The investigation used JMI's "Consumer Vision Goggles" to generate measures of eye-tracking. In total, 6 alternate planograms were tested each among a quantitative sample of 75 category purchasers. The use of mobile (rather than static) eye tracking was key as insertion of the coin into the vending machine is a behavioral driver of subsequent visual perception.

A series of quantitative metrics were collected. These included brands/rows first noticed, speed of noting and the power hold the attention of consumers.

The study uncovered huge variations in the visibility of the client's brand according to placement in the vending machine and was able to provide a set of recommendations for maximizing visual impact (and hence brand loyalty). In addition, the likely effect of product placement on brand image was highlighted.

This methodology is effective not only for optimizing product layout in vending machines, but also for the evaluation of POP materials used on such machines to promote purchase of certain products.

For more information:  Contact Us