AIAnalytics
AI Gaze™ Planogram Optimisation: 23% Uplift in Shelf Attention
Personal Care Brand · FMCG
Industry: Personal Care / FMCG
Client: A mid-size personal care brand competing against multinational incumbents
The Challenge
Despite strong product quality, the client's SKUs were consistently losing shelf attention to larger competitors in modern trade outlets. Traditional eye-tracking studies were prohibitively expensive and required lab setups with limited stimulus flexibility.
Our Solution: AI Gaze™ Remote Eye-Tracking
Elastic Tree deployed AI Gaze™ — our proprietary AI-simulated eye-tracking tool with 92% accuracy — to evaluate three planogram configurations using actual shelf photography from key retail chains.
Deliverables
- Heat maps showing relative attention density across the entire shelf bay
- Gaze sequence animations revealing the scan path consumers follow left-to-right
- Area of Interest (AoI) metrics: Time-to-first-fixation, dwell time, and visit count per SKU zone
- Hot spot analysis confirming whether the primary brand message landed in the intended visual zone
Key Findings
- Hero SKU was placed below eye level — repositioning to the second shelf row increased fixation time by 23%
- Competitor's flanker product was capturing initial gaze due to high-contrast packaging in the peripheral zone
- Recommended facings increase on two SKUs with high dwell time but low conversion at shelf
Impact
- Planogram redesign implemented across 180 modern trade outlets in Phase 1
- Post-implementation sales tracking showed 14% volume uplift on repositioned SKUs within 8 weeks
- Total research cost was 60% lower than traditional eye-tracking, with 24-hour turnaround per stimulus
See what consumers see — before you spend on shelf.