Visualization and purchase: an analysis of the Italian olive oil grocery shelves through an in-situ visual marketing approach

Purpose Our study could be of your interest because presents an attempt to evaluate Italian Olive oil brand competition thought the analysis of consumers’ visual perspective, matching the fields of interest of Qualitative Market Research. Design/methodology/approach Through the implementation of a new IT system called “Visual Marketing REL”, which furnish eye tracking measures, we were able to produce important information relative to the layout organization of to the Italian olive oil shelf, a strategic product of the agro-food chain. The research uses the "in situ" testing of the software developed. Findings The research, following up the thesis of sensorial marketing affecting choices, intends to identify a IT tool to facilitate the design of the shelf by increasing the efficiency of the retail mix. Results, highlight that specific positioning could impact the differentiation effect and orientate consumers choices, thus, increasing the efficiency of the retail mix. Research limitations/implications To generalize the results would require many repetitions of different product categories. In this case it would be possible to quantify the levels of correlation between visual information and sales Practical implications This work opens important considerations in term of strategic management of modern distribution, leaders and minor brands competitive relationship, as well as opportunities for producers of high quality products, which could address their strategies to differentiation and niche market in cooperation with retailers. Originality/value The most important result is the connection among choices, visualization, differentiation strategy and positioning/ordering on the shelf. The layout management, in fact, could be used as a joint strategy of retailers but also producer to emphasize quality and price differentiation as well increasing sales. Moreover, the study provides for the first time the outcomes of a brand new software “Visual Marketing REL”, highlighting its limits and its positive elements