We tested various shelf layouts, varying in dimensions such as brand position and how size and sugar content were clustered. The goal was to discover which layout is the most brain-friendly.

Respondents were shown the different shelf layouts in random order, allowing them to make both targeted and free choices. Eye Tracking and EEG mapped out how the shelves were processed down to the millisecond.

The neuro-shelf test thus mapped out the level of attention, discoverability, and purchase activation for each shelf layout. By comparing these with the current baseline shelf, Vrumona gained insights into the factors that led to category sales maximization. And one factor clearly stood out above the rest.

Cola shoppers are primarily brand-oriented. Compared to layouts that prioritized organization by packaging type or sugar use, brand blocks proved to be the most effective in grabbing the shopper's attention and prompting action.

But brand blocks alone are not enough; the way the brands are positioned relative to each other is crucial. A layout where the cola giants Coca-Cola and Pepsi are positioned directly next to each other does not work optimally. This aligns with broader research, where showing popular brands directly next to each other makes the decision-making process more challenging, leading to more people dropping out and/or spending less. It is more effective to place the private label between Coca-Cola and Pepsi. Shelves that followed this rule consistently performed the best in the test.