Case Study: Campbell’s improves merchandising effectiveness and shopper satisfaction with Nielsen Consumer Neuroscience

Warming Up to Consumers Through Package Redesign

Campbell’s faced declining sales and needed to reconnect with budget-conscious consumers at the retail level. Although the company had research showing the emotional strength of its soup products, shoppers were cooling off to buying soup in stores. Nielsen Holdings supported the effort with Nielsen Consumer Neuroscience testing.

Using virtual and in-store biometrics testing, Nielsen Holdings studied how shoppers engaged with products and how shelf layouts, product groupings, and on-shelf communications affected buying behavior. Nielsen identified strengths and weaknesses in the soup aisle’s traditional organization and guided improvements to shelf configurations, display signage, and product labels. The work helped Campbell’s transform its iconic label and in-store displays, improving merchandising effectiveness and shopper satisfaction by making soup easier to find.

Campbell’s