Post Foods Improves Shopper Experience

Post Foods, LLC, producer of some of the world’s most recognizable breakfast cereals, has improved consumers’ experiences in the cereal aisle by utilizing technology from Affinnova.
 

“Having access to the unique and highly actionable data on consumer preferences that resulted from working with Affinnova, we are able to have a more consultative dialogue with our retail partners,” says Kelley Peters, senior director, Integrated Insights & Strategy, Post Foods. “By incorporating the insights uncovered in this study, retailers will be able to provide a shopping experience that is more closely aligned with consumer need.”

The New Jersey-based company was able to test 384 unique cereal aisle configurations using a technology-based concept optimization and benchmarking solution from Affinnova.
 

To anticipate which of the new shelving configurations would appeal to consumers, Post Foods turned to Affinnova’s IDDEA II technology. The IDDEA II process provided a testing alternative meant to compress the development timeline and reduce testing costs and enable the evaluation of the entire concept space. The Post Food’s team introduced and tested hundreds of different configuration options as mock cereal aisles, directly with cereal consumers. Using Flash technology, consumers were able to simulate walking through aisles while evaluating choice sets.
 

Driven by consumer preference that emerged from Affinnova’s IDDEA II optimization phase, three top cereal aisle configuration concepts emerged. These concepts then underwent further evaluation and benchmarking to determine how they matched up against current configurations in two major supermarket chains. The results showed that consumers strongly preferred two of the three new top concepts over the current configurations.