Client story Semper


Baby food shelves are often overwhelming, containing a great number of small products that can easily make the shelves feel cluttered. The category needs to be rearranged in a smart way in order for it to become part of an enjoyable shopping experience. For too long, parents have been searching through color codes on auto pilot merely to find their way through the shelves, and this has been their only help with navigation. Porridge, baby formula and gruel have always been placed on the top or bottom shelves simply because they are presented in larger packaging. The challenge was to find a way to move forward in order to improve the entire shopper experience.


We recommended a research study using a virtual shelf to evaluate the performance of the current planogram versus alternative ways of sorting the shelves. Could there be a new and better way of organizing the shelves? One that would speed up navigation and increase enjoyment of shopping – a win-win situation for both parents and the trade? The trade needs to keep a happy shopper in the store for a longer in order to sell more. The last thing it needs is a frustrated parents searching around for products.


Based on the research findings, Semper was able to optimize the way in which the baby food area is structured, giving each individual subcategory its own separate, more logical space. Making the subcategories more distinct, increased sales and helped facilitate navigation through the shelves. Parents were far more positive towards the new structure once the subcategories had been separated and they perceived the assortment to be wider and richer than it had been, even though the assortment was basically the same.